New Zealand Cricket has appointed marketing software outfit Marketo to help build support for the Blackcaps, the White Ferns and domestic cricket teams. Ultimately, the aim is to stimulate ticket and merchandise sales and help drive other commercial opportunities.
Marketo will also build up the Community Cricket brand.
“As the Blackcaps made it to the finals of the Cricket World Cup 2015, it was seen as imperative that this momentum was capitalised on ahead of the new season in November,” said NZ Cricket database marketing manager Sarah Samuels.
“MyBLACKCAPS was established as a free club offering exclusive benefits to members, including discounted tickets, partner offers and premium online video content – with Marketo used to help drive subscriptions and keep members engaged.
“We chose Marketo because of its strong reputation for enabling personalised communications and marketing automation. New Zealand Cricket, with the support of SpeakData Ltd, was replacing Infusionsoft, a small business CRM, so needed a marketing solution that could run without a separate CRM requirement. These factors, together with Marketo’s ease of use, ultimately drove the decision to make the switch.
“Marketo will greatly simplify our marketing processes and improve our capability for offering fans a truly personalised experience whilst expanding the sophistication of our approach.
“We will be able to track ROI and fan engagement with our EDM campaigns like never before, quickly gaining a clear understanding of what’s working best so we can adjust our programs accordingly.”
Marketo (NASDAQ:MKTO) provides the leading marketing software and solutions designed to help marketers master the art and science of digital marketing. Through a unique combination of innovation and expertise, Marketo is focused solely on helping marketers keep pace in an ever-changing digital world. Spanning today’s digital, social, mobile and offline channels, Marketo’s Engagement Marketing Platform powers a set of breakthrough marketing automation and marketing management applications to help marketers tackle all aspects of digital marketing from the planning and orchestration of marketing activities to the delivery of personalized interactions that can be optimized in real-time. Marketo’s applications are known for their ease-of-use, and are complemented by the Marketing Nation®, a thriving network of more than 550 third-party solutions through our LaunchPoint® ecosystem and over 50,000 marketers who share and learn from each other to grow their collective marketing expertise. The result for modern marketers is unprecedented agility and superior results. Headquartered in San Mateo, CA with offices in Atlanta, Portland, Ore., Europe, Australia and Japan, Marketo serves as a strategic marketing partner to approximately 4,300 large enterprises and fast-growing small companies across a wide variety of industries. For more information.
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