case study

Marketo.

Analyzed 500+ emails, 300+ landing pages, and 5,000+ smart campaigns revealing critical inefficiencies

Identified 35% missing country data and 12% missing job titles impacting segmentation capabilities

Delivered two-phase optimization roadmap with potential 40% reduction in campaign production time

Provided business case unlocking budget for comprehensive MarTech transformation

Trulioo, a global identity verification leader processing 5 billion consumer and 330 million business entity verifications, suspected their Marketo instance was underperforming but lacked visibility into specific inefficiencies holding back their marketing potential. The Matchbox conducted a comprehensive three-phase audit that transformed vague concerns into a precise, actionable roadmap for marketing operational excellence.

Asset Management Chaos

5,000+ Smart Campaigns with No Documentation

Marketing team drowning in accumulated technical debt.

The Challenge:

Trulioo had accumulated over 5,000 smart campaigns, 500 emails, and 300 landing pages over years with no consistent naming conventions or organization. Teams couldn't identify which campaigns were active, broken, or redundant. New hires took months to understand the system, and simple tasks like finding the right email template consumed hours of productivity daily.

The Matchbox Solution: ‍

We conducted a systematic asset review phase, cataloging every campaign, email, and landing page while identifying patterns and establishing standardization frameworks.

Documented all 5,000+ smart campaigns with activity status and dependency mapping
Analyzed naming convention variations across different teams and time periods
Created asset inventory with utilization metrics and retirement recommendations
Developed folder structure documentation for improved asset organization
Designed program template library to standardize future campaign creation

Database Integrity Crisis

Critical Fields 35% Incomplete, Segmentation Failing

Poor data quality preventing sophisticated targeting and personalization.

The Challenge:

The database review revealed alarming gaps — 35%+ of records lacked country data, 15%+ had missing job titles, and company size was absent for nearly half the database. This made geographic targeting impossible, prevented role-based messaging, and forced generic communications that underperformed.

The Matchbox Solution: ‍

We performed deep database analysis examining field completeness, data health, and segmentation capabilities to establish data quality baselines and improvement strategies.

Analyzed field integrity across all critical data points with specific incompleteness percentages
Identified broken Salesforce field mappings causing systematic data loss
Recommended ZoomInfo integration setup for automated enrichment
Created data standards documentation defining required fields and acceptable values
Designed migration plan for form processing smart campaigns to ensure consistent data capture

Feature Underutilization

Using Basic Email While Paying for Advanced Automation

Marketo investment wasted on unused capabilities.

The Challenge:

Despite licensing Marketo's full suite, Trulioo primarily used basic email functionality. Advanced features like engagement programs, dynamic content, and sophisticated scoring sat idle. Program templates didn't exist, forcing manual recreation of similar campaigns. The team was essentially paying enterprise prices for starter-level usage.

The Matchbox Solution: ‍

We identified all underutilized features and created an activation roadmap to maximize their Marketo investment value.

Catalogued all licensed but unused features with ROI impact analysis
Designed program template creation project reducing build time by 40%
Mapped engagement program opportunities for multi-touch nurturing
Identified dynamic content use cases for personalization at scale
Structured lifecycle model to leverage advanced progression rules

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The Matchbox's meticulous three-phase audit transformed Trulioo's undefined concerns into a clear optimization blueprint, revealing 5,000+ redundant campaigns, 35% data incompleteness, and massive feature underutilization. The detailed roadmap and business case we delivered empowered Trulioo to secure resources and execute strategic improvements that would unlock their MarTech investment's true potential.

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