Case Study: Marketo achieves 6x faster lead-to-MQL conversion with Vidyard

How Marketo Drives Pipeline 6x Faster Using Video

Marketo, an Adobe company, faced the common B2B marketing challenge of driving more pipeline faster without increasing budget—breaking through a noisy market and accelerating lead qualification. As Head of Global Digital Marketing Paulo Martins sought tools that would help the team do more with less and better understand buyer behavior across the funnel.

Marketo adopted Vidyard, an enterprise video platform integrated with Marketo, to deliver and measure video across the customer journey—from homepage demos and webinars to personalized emails and in-product explainers. The move gave user-level viewing data and automated actions in Marketo, producing dramatic results: a 1,103% lift in website conversions from a 4-minute demo, a 6x increase in the speed leads convert to MQLs, and a 144% boost in CTR on personalized video emails.

Marketo

Paulo Martins

Head of Global Digital Marketing