F5

F5 helps organisations seamlessly scale cloud, data center and software defined networking (SDN) deployments to successfully deliver applications to anyone, anywhere, at any time. F5 solutions broaden the reach of IT through an open, extensible framework and a rich partner ecosystem of leading technology and data center orchestration vendors. This approach lets customers pursue the infrastructure model that best fits their needs over time.

The Challenge

Initially, F5 had implemented Neolane as a marketing automation platform across North America and were looking to roll this out across multiple territories in EMEA and APAC. With a limited marketing resource in EMEA, they were looking to find a trusted, expert partner who could assist with this significant project. CRMT are a Neolane approved partner and F5 opted to leverage their expertise. Later F5 looked to review alternative marketing automation platforms and looked to CRMT to advice and then, following the selection of a platform, assistance in migrating to Marketo.

  • CRMT offered independent platform advice 
  • Assisted in migration to Marketo  

The Solution

CRMT educated F5 with regard to the more complex areas of marketing automation such as lead scoring and helped them to develop a sophisticated lead scoring system which has continued to evolve. 

  • Development of a marketing automation roadmap 
  • Assisting with evolution as business requirements change
  • Specialist technical assistance for CSS, Javascript and coding

 

Key Challenges:

  • Rolling out Marketing Automation across multiple territories in EMEA and APAC
  • Limited marketing resource in EMEA
  • Required a trusted and expert partner to assist with the project

 

The Result:

  • Continued marketing operations support
  • Marketing automation platform selection advisory
  • Development of sophisticated lead scoring system
  • Migration to Marketo

"CRMT’s technical skill-set has been an important resource for F5. We are marketers, not technical specialists in CSS, Javascript or coding, so when we see that there is something that needs a more technical approach to improve it, we know we can rely on CRMT."

What activities did CRMT undertake?

CRMT educated F5 with regard to the more complex areas of marketing automation such as lead scoring, helping F5 to develop a sophisticated lead scoring system which has continued to evolve. With CRMT’s expert assistance, F5 are now looking at dynamic scoring and predictive behaviour - much more sophisticated marketing automation which adds real business value.

Not only has the external perspective offered by CRMT been invaluable, but also their technical skill-set has been an important resource for F5. F5 are marketers, not technical specialists in CSS, Javascript or coding, so when they see that there is something that needs a more technical approach to improve it, they know they can rely on CRMT.

What were the key achievements?

CRMT have delivered numerous successful campaigns in addition to offering technical expertise on specific jobs, including:

Creating an appointment calendar for sales meetings at trade shows within the marketing automation system

Building a dynamic email campaign based on criteria selected by users on our landing page which offered options of up to 11 papers from a single email

Undertaking front end research into compliance with the new EU privacy laws which was a critical aspect of successful programme execution in that region.