Case Study: Comvita Limited achieves 480% increase in new lead conversion with Marketo

Comvita Leverages Marketo Globally Across B2C and B2B

Comvita, a global natural-health company selling preventative and holistic wellness products, struggled with a basic CMS email tool that sent the same monthly message to all contacts and offered little insight or segmentation. With a small marketing team and global B2B and B2C needs, Comvita needed an easy-to-use, scalable solution that could personalize communications, identify loyal customers, and support extensive education about their products.

Comvita implemented Marketo—launching the first campaign in about six weeks—and used lead-nurturing streams to speed purchase cycles and target content. Within six months they saw a 480% increase in new lead conversion and a 255% rise in average sale value for nurtured leads; email became the second-highest online revenue driver. Other gains included ~7,000 leads from a multi-country campaign, a four-day reduction in time-to-purchase, improved revenue conversion (105% for new-lead mentoring, 35% for new customers), a 21.1% open rate and a 1.2% unsubscribe rate.

Comvita Limited

Kylie Glover

Vice President Marketing, Comvita