Case Study: Kuali achieves 3× marketing output and 75% reduction in digital marketing spend with Marketo

Marketo helps Kuali achieve depth and scale with enhanced multi-channel personalization and platform efficiencies

Kuali provides cloud-based administrative software that helps higher-education institutions streamline processes so faculty and staff can focus on teaching, learning, and research. Facing a lean marketing team, four product lines and a wide range of stakeholders, Kuali struggled with personalization, segmentation and multi-channel coordination on its previous marketing automation platform, which lacked openness, flexibility and efficient campaign replication.

By migrating to Marketo and leveraging its Salesforce integration, SmartLists, Cvent event integration and Ad Bridge for targeted ads, Kuali automated repetitive tasks, built granular audience segments and connected cross-channel nurture flows. The result: a threefold increase in marketing output, a 75% reduction in digital marketing cost-per-click, open rates up ~40% (CTR north of 10%), faster campaign build times (from 8–10 hours to ~2) and measurable improvements in lead quality and customer follow-up.

Kuali

Ben Beck

Director of Digital Marketing