Case Study: Cord Blood Registry doubles conversion rate in 6 months with Marketo

Cord Blood Registry Doubles Conversion Rates in 6 Months with Marketo

Cord Blood Registry (CBR), the leading cord blood and tissue banking company, faced a marketing challenge: after rapidly growing its database to over a million contacts, it lacked segmentation, reporting and alignment between marketing and sales, so everyone received the same messages and sales was overloaded with all campaign responses. CBR needed a consumer-focused marketing automation partner to personalize communications, nurture expectant parents appropriately, and identify those ready to engage with sales.

By implementing Marketo, CBR created segmented nurture streams, used the Customer Engagement Engine to limit and prioritize communications, and centralized engagement reporting in a single dashboard. In six months CBR tripled email engagement (click-throughs), achieved a click-to-open rate near 33%, kept opt-outs below 1%, and doubled conversion of potential clients to customers from under 1% to over 2%.

Cord Blood Registry

Tia Newcomer

Vice President of Marketing