Case Study: Graydon achieves personalised one-to-one campaigns and higher-quality, sales-ready leads with Marketo

Graydon Drives Targeted Engagement Marketing and Transforms Sales Effectiveness with Marketo

Graydon Holdings N.V., a provider of credit information, marketing data, risk & compliance and debt collection services, needed to move from broad, poorly targeted message blasts to a content-driven, personalised marketing approach. The company also required a more effective lead management process—formerly leads were fed into CRM and followed up manually—so Graydon could qualify prospects and sustain one-to-one dialogues throughout the buyer journey.

Graydon selected Marketo for its functionality, ease of use, customisability and low IT dependence. Within six months they consolidated email, database and engagement activities, added precise segmentation and behavioral tracking, and automated lead qualification—resulting in fewer but much higher-quality leads, improved sales prioritisation and greater sales efficiency, supported by Marketo’s extensive community resources.

Graydon