How CenturyLink Increased MQL’s with Successful Marketo Migration

Situation

CenturyLink needed to complete a successful migration of its marketing automation platform to improve efficiency and cut the costs of managing disparate, legacy marketing platforms. Prior to the migration, CenturyLink had a robust Marketing Automation platform and two instances of Marketo in place. Managing and working within three disparate systems was inefficient, and its limited marketing staff was overtaxed.

Solution

With the help of its marketing automation services partner DemandGen, CenturyLink performed a successful migration. There were several key steps to successfully planning and executing the Marketo migration:

1. Creating a team of key decision makers to lead the migration effort
2. Generate support for the change and conduct training and educational sessions to get people on-board for the migration
3. Established and enforced milestones and deadlines

Results

Today, approximately 1,500 salespeople and 150 global marketers are unified by the Marketo platform. The company has generated 26,000 MQLs for sales since the migration, a 20% increase year over year. CenturyLink has more than $4 million in monthly recurring revenue closed for the year, a 96% increase year over year.

In addition, CenturyLink was a recipient of this year’s Revvie Award at the 2016 Marketing Nation Summit in Las Vegas, NV. With more than 6,000 registered marketers from around the globe, this year’s Summit focused on inspiring “Tomorrow’s Marketer” and features thought leadership, educational sessions, workshops, and trainings that empower marketers of every level to succeed in today’s digital era.

2016 Revvie Winner ‘The Transformer’: CenturyLink
CenturyLink successfully executed a seamless migration of two marketing automation platforms to Marketo to support the enterprise side of its business. With Marketo, CenturyLink has improved speed-to-market for new campaigns and created a 96 percent increase in lead generation revenue over the prior year while at the same time reducing the company’s marketing automation expense

For more information on how DemandGen can become your team’s partner and help you with your migration, contact us! If you would like to see more examples of how we’ve helped other clients check out our case studies!