Building B2B leads with Adobe Marketo Engage: PwC

PwC gets the client’s perspective

U.S. Bank, a subsidiary of the parent holding company, U.S. Bancorp, is a retail branch network that provides financial products, services and tools to individuals, families, small and midsize businesses, large companies, governmental agencies and institutions. Looking to grow its B2B footprint and drive customer loyalty, U.S. Bank implemented Adobe Marketo Engage to help automate campaigns, drive account-based marketing as well as attract and maintain quality leads.

        Interview with:
        Sam Archbold
        Senior Vice President, Digital Strategy,
        Analytics & Operations Corporate
        Segment Marketing, U.S. Bank

What was the challenge?

“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.”

Describe the solution delivered by the PwC community of solvers.

“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.”

How does the solution blend the strengths of technology and people?

“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.”

Where or how did innovation and unexpected ways of thinking come into play?

“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.”