MarTechulate

BACKGROUND

Please describe your company and position.

I am the Marketing Automation and Analytics Manager of Edmund Optics

Describe what your company does in a single sentence.

a leading producer of optics, imaging, and laser optics for 80 years

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire MarTechulate to accomplish?

• Build a multi-touch attribution framework in Marketo
• Build and Launch Automated Email Journeys
• Strengthen Segmentation Infrastructure
• Clean up and standardize our Marketo instance
• UTM harmonization with Google Tag Manager for reporting purposes

SOLUTION

How did you find MarTechulate?

Referral

Why did you select MarTechulate over others?

• High ratings
• Great culture fit
• Referred to me
• Company values aligned

How many teammates from MarTechulate were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

Build a multi-touch attribution framework in Marketo
- Create custom fields for UTM and multi-touch
- Deploy UTM tracking script
- Build centralised attribution logic and program structure
- Ensure dedicated programs for key campaigns

Build and launch automated email journeys
- Build out nurture programs
- Build out triggered, automated nudge emails for prospects and customers
- Expand personalisation in welcome journeys

Strengthen segmentation infrastructure
- Review what product and purchase data is available in CRM
- Revise and rebuild Smart Campaigns for inferred segmentation
- Rationalise and streamline segmentation field structure
- Integrate purchase data into Marketo to power segmentation (Either via ecommerce integration, or enhancing CRM Integration with Marketo)
- Add segmentation fields to subscription preference options

Protect data quality and deliverability
- Database size management
- purge & process implementation
- Update bounce management program to differentiate between soft & hard bounces
- Merge duplicate records and fix entry points

E-Commerce Product Attribution
- Implement a marketo hidden form into our website to track behavioural data via cookies
- Sync product purchase data to Marketo records to automate cross-sell email campaigns

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The project delivered measurable progress across several critical areas of our Marketo roadmap. With David’s strategic guidance and technical expertise, we successfully implemented a functional hidden-form integration that connects website behavior and UTM data to known Marketo records, creating the foundation for first-touch, last-touch, and revenue attribution. We also updated our forms with the necessary attribution fields, established a three-stage automated email journey framework, improved our product and purchase-data infrastructure, and developed standardized processes for campaign tracking and reporting. 

The broader work also contributed to significant improvements in our Marketo database health. Our database was reduced from more than 625,000 records to approximately 390,000, bringing us below our 600,000-record contractual limit, while the percentage of marketable records increased from roughly 30% to 51%. David’s recommendations gave us a clear, scalable roadmap and helped turn complex business requirements into practical Marketo solutions that are now either live or ready for activation.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

David’s project management was excellent. He consistently delivered his work on time, communicated clearly, and remained highly responsive throughout the engagement. Whenever questions or challenges arose, he was readily available to join a virtual meeting, troubleshoot issues, and provide practical guidance. 

What stood out most was his commitment to our success beyond the formal scope of the contract. David met with our team multiple times after the contract had ended to help ensure the projects we started together were successfully completed. His responsiveness, flexibility, and genuine investment in the outcome made him an extremely dependable partner.

What was your primary form of communication with MarTechulate?

Virtual Meeting

What did you find most impressive or unique about this company?

What impressed me most was MarTechulate's willingness to consistently go above and beyond the original scope of the engagement. He took the time to understand our company’s specific needs and adapted his approach as those needs evolved throughout the project. 

As we progressed, we identified several additional initiatives that were not included in the original roadmap. David was always willing to provide guidance and support on those projects as well. His flexibility, collaborative approach, and genuine commitment to helping us succeed made the partnership especially valuable.

Are there any areas for improvement or something MarTechulate could have done differently?

No

BACKGROUND

Please describe your company and position.

I am the former Sr Director of Revenue Marketing and Marketing Operations of a govtech SaaS company.

Describe what your company does in a single sentence.

GovTech SaaS business

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire MarTechulate to accomplish?

• Cleanup Marketo legacy tech debt

SOLUTION

How did you find MarTechulate?

Online Search

Why did you select MarTechulate over others?

• High ratings
• Great culture fit

How many teammates from MarTechulate were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

We needed a Marketo audit so that we could ensure that our MOps priorities and deliverables from a fractional MOps team aligned with the most pressing business outcomes. David audited our database hygiene, governance, compliance, active/historical campaigns, feature utilization, operational workflows, program templates, and assets.  The goal was to clean up our Marketo instance with a lot of legacy data that was out of date. The outcome: a roadmap of actionable recommendations, prioritized by business impact and implementation effort for our fractional MOps team to execute against in the order of priorities.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

A priority-driven roadmap for internal Marketo clean up project.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Timely delivery, great presentation, clear logic and a well organized action plan

What was your primary form of communication with MarTechulate?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

David from MarTechulate is highly knowledgeable about all things Marketo and super well organized

Are there any areas for improvement or something MarTechulate could have done differently?

Happy with the outcome, should have hired David earlier!