Overview
Industry
Software Solutions
Region
Global
Company Size
2k-3k Employees
Featured Solution
AJO + AEP Implementation and Marketo Integration
About the Client
The client is a SaaS provider serving enterprise customers in financial and professional services. Their product suite manages complex operational workflows, making the sales cycle inherently long and committee-driven. With an annual contract value exceeding $150K per account, precise targeting and multi-stakeholder engagement are revenue-critical for them.
The Gap Between Execution and Orchestration / Where Campaign Execution Met Its Limits
Marketing programs are often built around a simple premise: engage leads, track interactions, and optimize campaigns.
But enterprise buying doesn’t follow a single-threaded path. Multiple stakeholders from the same account engage in parallel, each with a different context and intent.
For this customer, the foundation was already in place. Marketo was actively driving campaign execution and capturing engagement across channels.
But there was no way to connect those interactions. Stakeholders from the same company received different messaging. Campaigns ran in isolation as journey orchestration was limited. Over time, this made it harder to engage accounts as cohesive buying groups
The Cracks in Lead-Centric Marketing
Bringing together two independent CRM ecosystems requires far more than simply transferring records.
The client needed a clear understanding of the current state of both HubSpot instances
before committing to a Salesforce consolidation strategy.
Several challenges stood in the way:
No Account-Level Visibility
There was no structured way to understand how multiple stakeholders from the same account were engaging collectively.
Disconnected Stakeholder Experiences
Different contacts within a single account received messages that weren’t aligned, leading to fragmented communication.
Isolated Campaign Execution
Campaigns ran independently, without contributing to a larger, orchestrated journey.
Limited Reflection of Buying Behavior
Marketing efforts struggled to mirror how enterprise decisions are actually made, across groups rather than individuals.
Rethinking Engagement With an Account-Centric Approach
Team Grazitti helped the client move beyond lead-based execution and build an account-aware marketing model. Here’s how:
- Built a Unified Account Data Foundation
Implemented Adobe Experience Platform (AEP) to bring together data from CRM, web, and other enterprise systems into unified customer profiles. This enabled clear identification of high-value accounts and established a structured view of stakeholder relationships within each account.
- Orchestrated Account-Level Journeys
Introduced Adobe Journey Optimizer (AJO) to design and manage journeys at the account level. These journeys were structured around buying groups, allowing engagement to adapt based on how different stakeholders interacted over time.
- Scaled Engagement With Connected Campaign Execution
Integrated Marketo with AEP and AJO to activate insights through targeted programs such as webinars, gated content, and nurture streams. Campaigns were now aligned to account journeys rather than operating independently.
- Turned Account Insights Into Timely Engagement
Enabled advanced segmentation and AI-driven insights to identify high-value customer cohorts and predict purchase intent. Mapped buying groups within each account and activated engagement based on stakeholder roles.
Scalable, Account-Based Marketing in Action
With AEP, AJO, and Marketo working as a unified system, the customer moved from fragmented lead-based outreach to a coordinated account-based engagement model. Campaigns reached the right decision-makers at the right time, increasing buyer engagement across sales cycles. Marketing teams could now move faster, with clearer visibility into account progression. Additionally, the foundation built through this implementation empowered the customer to expand their ABM program across new markets and segments.
Highlights
25%
Reduction in Average Sales Cycle Length
15%
Higher MQL to SQL Conversion Rate
2X
Improvement in Buying Group Engagement Rates
40%
Decrease in Manual Campaign Management Effort
Conclusion
With a structured ABM foundation in place, the customer is now positioned to scale their efforts across new segments. Engagement improved across key accounts as communication became more relevant and synchronized. A clearer visibility into account progression and stakeholder activity made optimization more precise.
Testimonials
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Enhance Account Engagement With AEP, AJO, and Marketo Integration.
