Avanade’s integrated digital marketing strategy drives a 66% lead conversion rate

Adobe
Power BI
Power Platform

Business Situation

When Avanade launched its new marketing vision and strategy, its plan was to improve the client experience, integrate multiple touch points and make its marketing team more effective. It first needed to move away from multiple ad hoc, manually executed marketing campaigns in favour of fewer, more robust campaigns with a more centralised management approach. To effectively track and manage leads, Avanade also needed a better reporting system. Achieving these goals would require a new strategy, tools, technology and processes.

Solution

Using Marketo, Sitecore and Microsoft Dynamics 365, Avanade developed an integrated, multichannel campaign execution and lead management platform. Its two main components are marketing automation and Microsoft Dynamics 365.

The solution integrates all of the company’s marketing systems and analytics and insights, including paid search, SEO, segmentation and lead enrichment, content and collaboration tools. This enhanced environment gives Avanade the ability to engage with its existing and potential clients in the most meaningful and relevant manner.

Results

Avanade’s new marketing approach provides both qualitative and quantitative benefits:

  • A comprehensive content engagement framework that ensures relevant content and messaging are communicated to the right audiences
  • Enriched client experiences that reduce search times and irrelevant or repetitive communications
  • 53% reduction in end-to-end manual processes and content loading
  • 28% increase in marketing-qualified leads generated via the company website’s “Contact Us” page
  • 66% conversion rate of marketing-qualified leads to sales-accepted leads
  • 300% increase in sales influenced from client interactions on Avanade’s website

Get in touch to find out how we can help you transform your customer experience.

Want to talk to an expert?

Doing what matters starts here

Tell us more about your challenge or need and we will connect you to the right Avanade expert to help you.

How can we help?

Press Contacts

The Americas

TA-PR@avanade.com

Europe and Middle East (EME)

EME-PR@avanade.com

Asia Pacific (APAC)

APAC-PR@avanade.com

Headquarters

North America
Global Headquarters
1191 Second Avenue
Suite 100
Seattle, WA 98101
Europe

30 Fenchurch Street

London

EC3M 3BD

Growth Markets
Singapore Headquarters
Avanade Asia Pte Ltd
250 North Bridge Road
#30-03 Raffles City Tower
Singapore 179101