To meet this challenge, Sumo Logic developed two direct mail programs that were integrated into their existing digital nurtures. The digital nurtures were comprised of two systems - a display ad platform and Marketo. They selected an automated direct mail services provider and worked with Elixiter to synchronize it with the two existing platforms.
The result was two sophisticated direct mail programs that tracked success details back to Sumo Logic’s analytics tool, allowing the team to see impact to revenue on their efforts. Elixiter was key in helping the team strategically work through their initial ideas and building the cutting-edge program structure in Marketo. Sumo Logic increased MQLs 20% through this multi-channel approach.
The multi-channel direct mail program had a 4x click rate as opposed to the performance of the standard offer in existing nurture programs without direct mail touches. 296 MQLs were driven in the first 3 months and the marketing team reported a 27%+ of new logo pipeline. In addition, goodwill between marketing and sales increased, opening a dialogue and demonstrating partnership of the teams throughout the sales cycle.
The t-shirt survey program yielded equally exciting results. Over 1,100 surveys were completed in the first year. Each survey completion was an immediate MQL and the marketing team was able to report that the program was responsible for 8% of all MQLs in that year. The program was also responsible for 5% of overall new logo pipeline as last touch before the SQL program.
“Direct mail has an approximately 100% open rate. #micdrop.”
Director, Demand Generation
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