• Michael Tucker

Marketo Case Study: The Parking Lot Party

Updated: Jun 16

A huge marketing need that's coming up quickly as we approach the end of Stay at Home orders nationwide is this question: "How do we safely reopen our retail businesses?"

Today, Stephanie Sweetland from CVENT was our guest speaker at the Marketo Virtual User Group for Manufacturing. Rather than talk about abstract details around marketing technology, we wanted to dive into a real-world example of how a business like a Chevy dealership might use their Marketing Automation and Event Marketing tools in the new marketplace.


So we grabbed an example of a 2013 Lee Brice concert at Carl Black Chevy Buick GMC dealership in Kennesaw, GA. Here are a few takeaway lessons that we address during this session:

  • Create event programs that keep track of attendance capacity to preserve social distancing standards

  • Create nurture streams that push dynamic content that attracts people to nested events within their program

  • Prepare for inclement weather situations by using a webhook between Marketo and AccuWeather APIs to prevent a tornado or a rain out from ruining your event program

  • Connect CVENT with Marketo to capture event ticket purchases using QR code readers on tablet and smartphone apps

  • Push relevant, high-value, qualified leads that attend the event to Salesforce CRM


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