Case Study: Charles Schwab achieves $1.1B in pipeline contribution and $100M+ in closed business with Marketo

Schwab Deploys Marketo to Drive Growth in its Advisor Services Business

Schwab Advisor Services, part of Charles Schwab, supports a network of independent investment advisors but faced an obsolete marketing platform that hindered visibility into leads and campaign effectiveness. The marketing team needed to personalize outreach across long advisor lifecycles, align more closely with sales, and improve data integrity, inbound lead generation, and web engagement.

By building Demand Generation expertise and implementing Marketo, the team launched a nine-touch multi‑touch nurture program that now supports ~40 marketers and 125+ salespeople and captures inbound leads for the first time. The program drove a 500% lift in engagement, added $1.1B in asset value to the pipeline, closed $100M+ of net new assets, grew the team to six Marketo‑certified marketers, and increased productivity by over 900%.

Charles Schwab

Paige Lubawy

Senior Manager, Demand Generation