U.S. Bank transforms B2B marketing and lead management

What sparked the need for change?

“We wanted to expand B2B marketing capabilities within our business lines by implementing the Adobe Marketo Engage marketing automation platform (MAP). We needed an experienced advisor to help design and launch the platform, along with strategic support to build a B2B marketing playbook with leading practices to fully scale our capabilities.”

What solution did the teams unlock by working together?

“PwC understands the banking industry. It approached the design of our MAP implementation and marketing playbook with a perspective anchored in people, process and technology. The team helped us create a vision for B2B marketing in which people have the resources they need to succeed, processes are aligned, and the MAP and its integrations meet the growing needs of the B2B sales and marketing teams.”

Where did tech innovation meet human ingenuity?

“PwC engaged representatives across our business lines — including marketing operations, sales, enterprise architecture and data analytics — to understand the current state and help build our vision for the future. During validation sessions, we worked together to determine our high-value use cases and the capabilities needed within the platform to enable them. During implementation, we created training materials and communication plans to help make sure that selected pilot business lines would be ready to use the new resources.”

What was the real-world impact of approaching things differently?

“We helped develop a B2B marketing playbook that is specific to our business’ core processes. By designing the MAP architecture to improve how we operate, we gained a clearer view of our growth opportunities and can help deliver better experiences to our clients. We’ve built a central repository that offers real-time data and insights on our leads, better connects marketing with the rest of the business, and helps us be more agile as we continue to scale.”