Case Study: SchoolDude achieves four-fold increase in engagement with Marketo Real-Time Personalization

Account-based marketing powers personalization in real-time; increasing engagement, leads, and revenue

SchoolDude, a provider of operations and maintenance software for K–12 and higher education, needed to move from one-off campaigns and a static website to a demand-generation, revenue-focused approach that could address a complex, highly diverse customer base. With audiences ranging from small rural districts to large universities, the marketing team’s challenge was to deliver highly relevant content and experiences that matched each institution’s size, location, role, and needs.

By adopting Marketo Real‑Time Personalization for an account-based marketing strategy, SchoolDude runs large ABM campaigns across some 140,000 institutions, tailoring messaging by school name, geography, size, job title and more. The result: roughly a fourfold increase in engagement, 30% of webinar registrations attributed to ABM, 400+ registrants driven to a regional summit via geo-targeting, and dramatic site improvements (average session duration +394%, pages/session +405%), helping drive more qualified leads and closed deals.

SchoolDude

Nick Mirisis

Director of Marketing