Case Study: Egencia achieves dramatic improvements in marketing productivity and customer engagement with Marketo

Egencia gains dramatic improvements in marketing productivity and customer engagement with Marketo to drive greater revenue

Egencia, the corporate travel division of Expedia and the world’s fifth-largest travel management company, needed a smarter way to engage clients and prospects without sacrificing the personalized service that defines its value. Marketing faced slow, manual campaign execution, limited lead visibility, and misalignment with sales, while the business struggled to track and re‑engage accounts that went “dark.” Their goals were to automate and measure demand generation, improve sales‑marketing alignment, and boost efficiency and customer engagement.

Egencia implemented Marketo as a unified revenue performance platform and deployed it within weeks. Automated campaigns, lead tracking, and Marketo Sales Insight gave marketing and account teams timely buyer signals and easier campaign adjustments, freeing resources for strategic work. Results included a 50%+ improvement in new account launch quality, 39% email open rates and 7.8% click‑through rates, stronger sales‑marketing collaboration, measurable ROI, and deeper customer engagement that helped drive revenue growth.

Egencia

Cate Vanasse

Senior Marketing Manager