GoEngineer proves revenue impact with Marketo + Vertify
Based in Salt Lake City, UT, GoEngineer delivers software, technology, and expertise that enables companies to unlock design innovation and deliver better products faster. Their assortment of offerings includes CAD design software and 3-D printing technologies along with training and support services.
GoEngineer markets their offerings primarily to the end-user, i.e., the design engineers using a variety of tactics that include email, social media, live events, and virtual events. Since collaboration and partnership with their customers is at the center of everything GoEngineer does, it only makes sense that their marketing and sales teams abide by that same commitment. As Jessica Skorut, marketing manager at GoEngineer puts it, “We often team up with our sales and BDR teams to double down on our demand generation efforts; their prompt follow up via direct calls and emails ensures that qualified leads are engaged with in a timely manner.”
“We could see in one platform that we had good event attendance rates, click-through rates, and conversion rates, but we couldn’t easily tell if those same ‘engaged’ prospects were becoming customers or just enjoying the free stuff.”
Jessica Skorut, GoEngineer
Jessica and her team have a fairly robust tech-stack to automate campaign execution including Marketo, NetSuite CRM, and event management applications Eventbrite and Zoom. However, with key data residing in different systems and gaps in functionality, unlocking insights that reveal the true efficacy of their efforts was a real challenge. Without viable information to prove marketing activities were actually leading to products and services being sold, Jessica and her team were at risk of losing up to 30% of their budget. “We could see in one platform that we had good event attendance rates, click-through rates, and conversion rates, but we couldn’t easily tell if those same ‘engaged’ prospects were becoming customers or just enjoying the free stuff,” notes Jessica.
The required data was being captured in different systems, but piecing together the complete customer journey was tedious and unreliable. “I was pulling campaign data out of Marketo which is associated with a contact record, and trying to pair it to sales order data from NetSuite, which is associated with a company record,” Jessica explains, “There wasn’t a unique field to easily identify the connection. The contact that initially fills out the form is hardly ever the same contact that gets listed on the sales order.” Once all the data is extracted, Jessica was using a separate application to link everything together.
GoEngineer was already using Vertify’s RevConnect to integrate Marketo and NetSuite and automate the lead handoff process between marketing and sales. While expressing her frustration to Wayne Lopez, Verify’s chief product officer, Wayne pointed out to Jessica that he had a solution in mind. Wayne explained since the connection points were already in place, sourcing all of the required data to compile a more granular campaign ROI report was feasible.
Wayne and his team got to work on what is now called RevOptics and a short time later, introduced the early access version to GoEngineer. The early access version demonstrates Vertify’s ability to source data from disparate sources and provide reporting and dashboards that answer revenue teams’ most pressing questions. “Vertify, they’ve made me a hero,” said Jessica, “I am now able to easily demonstrate exactly how our marketing efforts are leading to actual revenue.” Wayne points out, “Now that we have validated our ability to deliver trustworthy data to the right people at the right time we are working rapidly to deliver additional enhancements that will solve one of the biggest challenges rev teams are facing.”
