How Booking.com used Marketo to Scale Global Campaigns with Local Precision

Booking.com operates in a highly competitive sector where personalization and customer engagement are key to business success. The company needed a robust marketing automation tool that could handle complex, multi-language campaigns and integrate seamlessly with multiple CRM systems.

Challenges

1. Language and Localization: The booking company markets to customers in over 220 countries and territories, requiring campaigns to be localized in 46 languages.
2. Data Management Across Multiple CRMs: Ensuring consistent and accurate customer data across different regional CRMs.
3. Scalability and Efficiency: Managing global campaigns efficiently without compromising on the localized customer experience.

Strategic Objectives

1. Enhance Global Reach While Maintaining Local Relevance: Tailor marketing messages to local languages and customs without creating silos or inefficiencies.
2. Streamline Marketing Operations: Use Marketo to centralize campaign management and improve coordination between regional teams.
3. Improve Data Integration and Workflow Automation: Ensure seamless integration of customer data from multiple CRMs into Marketo.

Strategies Employed

1. Customization of Marketo Instances: Booking.com utilized customized Marketo instances configured for different regions, allowing for targeted content management in multiple languages.
2. Integration with Multiple CRMs: Marketo was integrated with various CRM systems used by Booking.com to ensure that data flowed seamlessly across systems, maintaining data integrity and customer relationship continuity.
3. Use of Advanced Marketo Features: The company employed Marketo’s advanced features like dynamic content and smart campaigns to automate and personalize marketing efforts at scale.

Implementation Highlights

• Localized Campaign Management: Marketo’s capabilities were harnessed to run localized marketing campaigns, with content tailored for specific regions and languages.
• Data Synchronization: Automated workflows were set up to synchronize data between Marketo and different CRMs, ensuring that customer interactions were updated in real-time across systems.
• Training and Support: The organization invested in extensive training for regional marketing teams to maximize their use of Marketo, ensuring that all teams could deploy campaigns effectively.

Outcomes

• Enhanced Customer Engagement: By delivering personalized and localized content, it experienced increased engagement rates and customer satisfaction across key markets.
• Operational Efficiency: The integration and automation reduced manual efforts and operational costs, allowing marketing teams to focus on strategy and content creation.
• Scalability of Marketing Efforts: It was able to scale its marketing efforts efficiently, supporting business growth with robust backend automation.

Conclusion

Global booking company’s use of Marketo exemplifies how large enterprises can manage extensive and complex marketing needs across a global scale.

The strategic use of Marketo enabled not only to reach a vast global audience effectively but also to enhance personalization and customer engagement, proving essential for maintaining competitive advantage in the digital travel industry.