A global energy technology company streamlined marketing operations and lead nurturing with Adobe Marketo Engage & Salesforce

“Ranosys helps a global AIoT enterprise build a capable marketing operations engine on Adobe Marketo Engage, giving their team the tools to plan, execute, and measure campaigns across a complex enterprise buyer base and connect every marketing activity directly to their Salesforce CRM.”

Our client is a global AIoT technology company helping enterprises and governments progress towards a net-zero future. The company operates a proprietary platform that connects and manages more than 100 million smart devices and 280 gigawatts of energy assets worldwide, serving clients across power generation, grid management, building automation, and industrial infrastructure.

With operations spanning Asia, Europe, and North America, the business sells to a senior enterprise audience: CIOs, CDOs, and Heads of Sustainability at some of the world’s largest energy and infrastructure organisations. Engaging buyers at that level demands marketing operations built for precision, consistency, and scale across long and complex buying cycles.

Industry : AIoT / Sustainable Energy Technology

CHALLENGE

As the business expanded its marketing ambitions, the team needed a platform that could keep pace with the scale and complexity of their buyer base. Running campaigns across multiple geographies, industries, and buyer personas requires more than basic email marketing. The team needed the ability to plan and execute multi-stage campaigns, segment audiences with precision, score and nurture leads through long B2B buying cycles, and measure campaign performance in a way that informed decisions rather than just reported on them.

Beyond campaign execution, there was a deeper operational need. Marketing and sales were working towards the same pipeline goals but from disconnected systems. Campaign activity was not visible to the sales team, and marketing had no clear view of how leads progressed after handoff. Without that connection, both teams were making decisions with an incomplete picture of the buyer.

THE GOAL

The primary goal was to build a marketing operations foundation on Adobe Marketo Engage that could support the full campaign lifecycle, from audience segmentation and campaign execution to lead nurturing, scoring, and performance measurement. The scope covered four areas:

Adobe Marketo Engage set up and configured as the central platform for campaign management, audience segmentation, and lead nurturing across the client's enterprise buyer base
Campaign workflows and lead scoring built within Marketo so prospects move through relevant content journeys automatically based on their industry, role, and engagement behavior
Marketo connected to Salesforce CRM so every campaign interaction, lead score change, and prospect update is visible to both marketing and sales in real time
Sales teams enabled with direct visibility into prospect engagement within Salesforce so outreach is timed and prioritised based on how buyers are actually engaging with campaigns

The work delivered has given the client a marketing operations engine where campaigns run with consistency, leads are nurtured without manual effort, and every marketing activity connects directly to pipeline visibility in Salesforce.

Key Features

Adobe Marketo Engage set up as the marketing team's central campaign management platform, with the audience architecture, segmentation logic, and campaign structure needed to engage a complex, multi-geography enterprise buyer base from one place.
Automated campaign workflows and lead nurturing programs built within Marketo so prospects receive relevant content at every stage of the buying cycle, based on their industry, role, and engagement behavior, without the marketing team having to manage each journey manually.

Lead scoring is configured within Marketo so the team can identify which prospects are showing the strongest buying intent, prioritise them for sales follow-up, and keep earlier-stage prospects moving through the right nurture tracks automatically.
Marketo connected to Salesforce CRM so campaign engagement, lead scores, and prospect activity flow between both systems in real time, giving marketing and sales one shared, accurate view of every buyer in the pipeline.

The Results

The engagement gave the client a marketing operations foundation built for the demands of enterprise B2B selling. The marketing team can now plan and execute campaigns across multiple geographies and buyer personas from one platform, with automated nurture programs running consistently across long buying cycles without manual intervention. Lead scoring gives both marketing and sales a clear, shared view of which prospects are ready for outreach and which need further nurturing. And with Marketo and Salesforce CRM connected in real time, the gap between marketing activity and sales visibility has closed, giving both teams the information they need to move buyers through the pipeline more effectively.

Highlights

Adobe Marketo Engage gave the marketing team the ability to manage campaigns, segment audiences, and run automated lead nurturing programs across a complex, multi-geography enterprise buyer base from one central platform.
Lead scoring and automated nurture workflows built within Marketo ensure that every prospect receives relevant content at the right stage of their buying journey, and that the sales team is notified at the right moment to make contact.
With Marketo and Salesforce CRM connected in real time, marketing and sales now work from one shared view of every prospect in the pipeline, giving both teams the visibility to act on buying signals faster and more consistently.