Case Study: H2O.ai achieves streamlined, data-driven marketing automation with Workato

How H2O.ai Uses Marketo and Workato for Data Driven Marketing

H2O.ai, a provider of machine‑learning and big‑data tools used by companies like PayPal and Cisco, needed a way to turn fragmented signals (from Intercom, Eventbrite, Dropbox, etc.) into reliable, actionable leads. Marc Mastrocola, Director of Marketing Operations, faced the challenge of consolidating multi‑source data and enabling intelligent follow‑ups without heavy manual work or an expensive IT project.

By building Workato recipes that push Intercom, Eventbrite and Dropbox data into Salesforce and sync to Marketo, then using Workato’s People Task for human data cleansing and Workbot/Slack for visibility and in‑chat actions, H2O.ai automated its entire lead workflow. The results: 4,600 leads cleansed in three months, a weekly savings of 5–10 hours, improved lead scoring and conversion, and a scalable system that avoids extra hires or costly enterprise integrations.

H2O.ai

Marc Mastrocola

Director of Marketing Operations