B2B SaaS · Adobe Marketo Engage

Tech Mahindra: B2B Lead Lifecycle on Marketo Engage

A global IT services firm needed end-to-end lead management — marketing and sales working one lifecycle, with attribution that survives an enterprise sales cycle.

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28%

email open rate achieved

8.2%

click rate achieved

conversion rate on nurture campaigns

The Challenge

Enterprise IT deals gestate for quarters across dozens of touches. Without a shared lifecycle between marketing automation and CRM, leads went dark at the handoff, attribution reduced to last-touch guesswork, and account-based plays lacked the data spine to run properly.

The Solution

We implemented Adobe Marketo Engage as the lead-management backbone with bi-directional, real-time CRM sync — one lifecycle both teams trust. Lead scoring prioritized the pipeline, multi-touch attribution replaced last-touch guessing, and account-based marketing strategies were stood up on the clean data foundation.

The Results

Campaigns now run with measurable engagement — 28% open rates, 8.2% click rates and 4% conversion — and every lead moves through a governed lifecycle with attribution the CFO can interrogate.

Adobe Marketo Engage
CRM Integration
Lead Scoring
Multi-Touch Attribution
ABM

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