Like other large enterprise businesses, many of Knight Frank’s business units operated independently, using siloed systems and processes. This was reflected in its marketing, where a mash-up of various platforms were being used. This created unnecessary complexity and meant there was no single source of truth for the customer.
We were tasked to develop and implement a marketing automation (MA) solution, build an automated customer engagement program and provide training to a large marketing cohort.
Working closely with the client, we developed an automation blueprint strategy that defined key B2B segments, email engagement processes, a lead management process and reporting model.
We developed a MA requirements spec, evaluated platform options with the client, and selected Adobe Marketo as the best MA automation platform. This is where we did the heavy lifting - Knight Frank had multiple Microsoft Dynamics CRMs that had to be connected to dual Marketo platforms with some (quite!) complex integrations.
Once done, we designed, built, and launched an email onboarding and nurture program, and a comprehensive preference centre.
We also trained 90 marketing/comms professionals on how to get the basics done on the platform – equipping them a Knight Frank ‘diploma’ in marketing automation!
Key outcomes included an integrated data structure that provided a single view of the customer’s account and contact behaviour.
Using this visibility, we launched email comms to nurture and engage their customers based on relevance – not mass marketing.
Email metrics such as opens and clicks improved dramatically and more importantly, the client had clear sight of these outcomes via Marketo reporting dashboards.
We’re super proud of this MA project. Many design and technical challenges were overcome off the back of a collaborative partnership with the client (thanks to Kara and team!).
- From Multiple views to a single view of the customer
- Complex integration of multiple MA and CRM platforms
- 90% marketing & comms professionals trained in Marketo
I have found Green Hat to be one of the most professional and knowledgeable B2B agencies I have ever worked with. Their focus, energy and execution helped us to achieve our lead generational goals for our program.
Head of Marketing Communications, Knight Frank