Case Study: Marketo reduces support tickets and increases product adoption with Pendo

Marketo’s phased approach to launching in-app messaging provides valuable insights and increases product engagement

Marketo, an Adobe company, needed a better way to help customers get value fast and reduce friction in-product. Sr. customer marketing specialist Katie Pedroza and her team learned a UX designer was using Pendo and — after customer interviews that found 100% of respondents wanted unobtrusive in‑product help — formed a cross‑functional “Pendo Core Team” to define communication guidelines and a measured rollout plan.

They piloted Pendo’s guides with a single customer to lower support tickets, then expanded to a beta in New Zealand and Australia after seeing a significant drop in tickets and stronger product usage. By testing, learning and iterating on unobtrusive in‑app guidance, Marketo delivered a more holistic user experience and increased engagement without disrupting workflows.

Marketo

Katie Pedroza

Designer