Case Study: FiveStars achieves 25% increase in leads in 30 days with Marketo

FiveStars increased leads by 25% in just 30 days with Marketo’s automation and personalization capabilities

FiveStars is a rewards and marketing platform for local businesses used by more than 12,000 merchants and 18 million members. Seeking to scale email as a primary acquisition channel and integrate marketing with Salesforce, Slack and other apps, the team found its previous automation system limited—tracking only the first email (making nearly 40% of messages undeliverable), suffering data-sync failures and outages that blocked personalization and timely sales engagement.

By migrating to Marketo, FiveStars consolidated customer data, integrated third-party tools, implemented behavior-based lead scoring and automated notifications to sales via Slack. Within 30 days email-driven leads increased 25%, deliverability rose to 80–90%, pre-call email opens reached about 50%, the cold-call team received 1,500 leads in a month, and email’s contribution to warm revenue grew from ~12% to around 18–20%, reducing paid spend.

FiveStars

Hugo Angelmar

Director of Growth Marketing