Case Study: Vantiv boosts email engagement and reduces merchant attrition with Marketo

Vantiv Attains a 75% Sales Closing Rate with Marketo

Vantiv is a major U.S. and Canadian payments processor supporting 800,000 merchant locations and processing more than $930 billion and 25 billion transactions annually. Facing a strategic shift to target small and midsize merchants—who vary widely by business type and are often less familiar with the brand—Vantiv needed to tailor messaging, reduce attrition, and drive prospects all the way through the “last mile” to start processing.

Vantiv used Marketo to build personas, deliver tailored content at the optimal time for each business type, and run a three-stage email engagement program. Results included a jump from a 16% batch-email open rate to 18.2% (initial), 62.4% (mid-stage) and 77.6% (final-stage), a >20% year-over-year attrition reduction in targeted segments, fewer customers stalling before processing, faster Salesforce integrations via Marketo APIs at far lower cost, and an expanded marketing role across the company.

Vantiv

Jason Krall

Lead Generation Manager