In this case study, we explore how updating communications on the Marketo platform established a systematic, automated nurturing framework to more effectively develop leads into sales opportunities for Docker.

Docker sought to engage and nurture buyers more effectively, helping them learn about products and solutions earlier in the selling cycle. This proactive approach aimed to enhance the overall customer journey from awareness to purchase.

Our strategy focused on creating a comprehensive Marketo plan for emails and landing pages. The primary goal was to increase signups, downloads, and subscriptions for Docker Enterprise Edition. This involved developing targeted campaigns that resonated with the specific needs and interests of potential buyers.

To improve engagement, we worked on increasing awareness of how and when to educate buyers. By understanding the engagement level of prospects, we could tailor our communications to be more relevant and timely, thus enhancing the effectiveness of our nurturing efforts.

We streamlined email templates by removing design and code waste, ensuring each email had one clear purpose and call-to-action. This simplicity not only improved the user experience but also increased the likelihood of recipients taking the desired actions.

To improve the consistency and efficiency of email campaigns, we developed a robust design system. This system helped Docker teams scale their business outreach by providing a cohesive framework for creating and managing email communications.

Automated campaigns played a crucial role in qualifying sales opportunities. By leveraging Marketo's capabilities, Docker was able to focus more time and effort on meeting customers’ needs, ultimately driving sales and fostering long-term customer relationships.