Case Study: Marel achieves a 183% larger marketing pipeline with Merkle’s digital data transformation

Marel boosts marketing pipeline 183% with Merkle

Marel, an Icelandic-based leader in machinery, software, and systems for food processing, faced challenges in utilizing scattered customer data from multiple systems due to acquisitions, ensuring marketing accountability, and accommodating a new hybrid sales approach. Partnering with Merkle, they sought to undergo a digital transformation to better meet evolving customer needs across physical and digital touchpoints.

Merkle assisted Marel by carrying out an extensive data mining effort based on over 8 million data points, which helped structure the data and create a new digital ecosystem. This solution included a customer portal and a virtual demo center. As a result, Marel achieved a 183% increase in marketing pipeline value, a 280% increase in marketing qualified leads, and a 20% improvement in lead conversion. Merkle's work helped transform marketing into a growth engine for the company.

Marel