Case Study: F5 Networks achieves global revenue growth and improved pipeline creation with Marketo

F5 Grows Revenue Globally with Marketo

F5 Networks, a global leader in application delivery networking serving over 16,000 customers, faced two major marketing challenges: a failing marketing platform that created IT bottlenecks and limited agility, and a fragmented budgeting process managed across dozens of spreadsheets that wasted time and obscured spend. The company needed an intuitive, scalable system that let regional teams operate quickly while giving leadership clear visibility into marketing’s contribution to revenue.

F5 implemented Marketo—migrating in under three weeks with 42 people launching campaigns worldwide—and adopted Marketo Financial Management. The new platform freed marketing to test and iterate, enabled Revenue Cycle Analytics to attribute revenue across four regions (marketing now contributes 9% to pipeline and plans a 15% pipeline increase), lowered cost-per-lead by shifting spend to digital programs, and consolidated budgeting so teams can forecast, reallocate unused funds, and calculate cost-per-lead and cost-to-market accurately.

F5 Network

Kristen Petersen

Director, Marketing Operations, F5 Networks