Case Study: Hero K12 achieves 200% increase in marketing-qualified opportunities with Marketo

Hero K12 partners with Marketo to transform marketing’s focus from building brand awareness to generating revenue

Hero K12 provides behavior-tracking software that helps schools reward positive conduct, but its event-driven marketing generated brand awareness without producing qualified sales opportunities. School budget cycles, generic post-event messaging, poor follow-up, and no visibility into lead stages meant administrators never progressed from initial interest to purchase — so Head of Marketing Bryan Landaburu needed to quickly shift the team’s focus from awareness to revenue generation and education.

Using Marketo’s Engagement Marketing Platform, Bryan launched a targeted three-email campaign in just 10 days aimed at the top school pain point (tardiness), driving recipients to educational web content and conversion forms and employing lead scoring to pass the right opportunities to sales. The program exceeded expectations: a 201% lift in website traffic, a ~150% increase in engagement, a 22.5% open-to-click-through rate, and 200% more marketing-qualified opportunities than prior event efforts.

Hero K12

Bryan Landaburu

Head of Marketing