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KDS Deploys Marketo In French And English Boosting Marketing's Contribution To Bottom Line

SAN MATEO, Calif., Sept. 18, 2013 /PRNewswire/ -- Marketo (NASDAQ:MKTO), provider of the leading cloud-based marketing software platform for building and sustaining engaging customer relationships, today announced that Travel and Expense Management systems specialist, KDS, has deployed Marketo to customize its marketing campaigns in both native French and English, and boost marketing's impact on the business. Marketo has increased KDS' opportunity close rate by 35 percent, increased sales-ready leads by 30 percent, and provided visibility to KDS executive management into how marketing campaigns are contributing to the bottom line.


"We already had a marketing automation solution in place, but it was increasingly difficult to use, did not support lead scoring on our email marketing activities, or support our native French language," said Stan Berteloot, Marketing Director, KDS. "With increasing pressure from our executive management team to produce cheaper, sales-ready leads, one of my colleagues attended a Marketo conference in Paris. She was bowled over with what she heard and knew that Marketo was the right solution for us."

Marketo enabled KDS to quickly and easily customize email-marketing campaigns in both French and English. Using standard features like "clone," a French campaign can quickly be rolled out in English, saving a considerable amount of marketing resources. Campaigns can now be up and running in a matter of hours, instead of days or even weeks.

In particular, Marketo's batch campaign functionality was invaluable to KDS, enabling the company to ensure the right data was in the right fields, based on the right variables. This capability allowed the company to "run once and run now" with email campaigns, to improve efficiency, reduce manual marketing resources and boost productivity.

"With Marketo, we were able to quickly deliver an increase of 30 percent in sales-ready leads to our team of inside sales representatives," said Berteloot. "Marketo has also accelerated our opportunity close rate by 35 percent because of the improved quality of leads we pass to sales. It has enabled us to streamline the relationship between sales and marketing, improving the visibility into what marketing is doing. The Sales Insight dashboard lets sales see the touch points that prospects are having with specific marketing campaigns, which in turn, helps us relay and communicate results and activities with the executive management team."

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