Ashleigh shares how she and her company, Rackspace, have benefited from Marketo's marketing software.

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Case Study: Rackspace
Ashleigh Davis
Marketing Automation, Rackspace

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• Getting to Know You!
• A bit about Ashleigh
• A bit about Rackspace
• Why Marketing Automation?
• How and Where Rackspace Started
• Where Rackspace is Today
• Confronting Roadblocks
• Data, Content, and Staffing
• Words of Wisdom
Topics of Discussion

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• Background in online
marketing and web design
• 3-year Racker
• Joined Rackspace a few
months after Marketo
deployed
• New to Salesforce
• New to Marketing
Automation
My Entry to Rackspace & Marketo…

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• Enterprise Customer
• Salesforce with 2 million records
• Marketo customer for 4 years
• North America, Europe, Asia, Australia
• Sales/Marketing Structure
• 100+ sales reps
• 150+ marketers
• Marketing & Data Automation
• Central/shared resource
• Part of the Marketing Operations team
• Two major “sides” of the business:
• Transactional business (online shopping cart)
• Dedicated business (businesses of all sizes)
A Bit About Rackspace…

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So, Why Marketing Automation?

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Why Marketing Automation:
Streamline Processes

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Why Marketing Automation:
Data Cleanse & Standardization

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Why Marketing Automation:
Right Time Messaging

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Why Marketing Automation:
Nurture Prospects

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Why Marketing Automation:
Recycle Leads

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Why Marketing Automation:
Score Leads

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• Kill the SQL queries
• Plug the leaks in the funnel
• Stay top of mind
Where Rackspace Started…
Basic, automated
changes
= 3,000% increase in
conversion

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• Sirius Decisions audit and alignment
Where Rackspace Is Today…

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• Globalizing processes and tools
Where Rackspace Is Today…

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• Data standardization and hygiene
Where Rackspace Is Today…
Infrastructure
& Operations
Content
Delivery
Strategy
Multi-Channel
Strategy
PHASE 2PHASE 1

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• Data quality
• Staffing and training
• Content creation
Confronting Roadblocks

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1. Start small and build up
2. Go after low-hanging fruit
3. You’re always two steps away – that’s
okay!
4. Ensure proper sales/marketing alignment
and SLAs
5. Leverage the community and resources to
help for integration and for best practices!
Words of Wisdom

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Q&A
Ashleigh Davis
Marketing Automation, Rackspace
ashleigh.davis@rackspace.com
@ashforddavis