Sprout Social, a leader in social media management and analytics, has long been known for empowering brands to streamline their social strategies and improve customer engagement. In partnership with Etumos, Sprout Social leveraged expert platform operations consulting to refine their marketing automation workflows and enhance the performance of their massive Marketo instance. This collaboration enabled them to unlock new efficiencies, providing the team with the tools to scale their operations and focus on what matters most—driving business impact through social media.
Client Overview
- Industry: Tech / Social Media Management
- Tech Stack:
- Marketo Engage
- Salesforce
- Asana (for project management)
The Sprout Social platform helps organizations of all sizes harness the power of social media to drive business impact. They offer features for engagement, publishing, analytics, and listening, allowing brands to connect with their audiences more effectively. Sprout Social also supports influencer marketing campaigns and social listening, giving businesses insights into customer sentiment and competitor activity.
They are known for their commitment to making social media work smarter and faster, helping organizations centralize and streamline their social strategies to achieve greater brand growth and engagement.
Challenge
Sprout Social, with its massive and complex Marketo instance, had a highly skilled and sophisticated marketing operations team. However, even advanced teams face challenges when managing multiple priorities and complex initiatives. Sprout needed expert guidance to lead key platform initiatives from inception to execution, ensuring they could maximize the effectiveness of their marketing automation systems and team.
Specifically, Sprout Social sought to enhance their nurture program workflows, improve the value of their engagement data, and address critical compliance needs while balancing internal bandwidth and legal constraints. Additionally, due to their instance size, they needed support optimizing processing and data usage to enhance Marketo performance.
Solution
To meet these needs, Etumos provided platform operations consulting, collaborating closely with Sprout Social’s marketing operations team to deliver tailored solutions. Our approach began with a thorough assessment of their Marketo instance, identifying opportunities for operational enhancements and alignment with their goals. By breaking projects into manageable phases and prioritizing based on business impact, we ensured efficient progress while maintaining clear communication throughout the process.
The cornerstone of the engagement was implementing nurture qualification management and a traffic director system in Marketo, enabling precise control over lead movement through Sprout’s 20+ nurture programs. Additionally, Etumos revamped Interesting Moments, refining and centralizing the framework to provide clearer and more actionable engagement insights for sales and marketing alignment. The team also proactively built and rigorously tested privacy compliance functionality, preparing Sprout Social for enhanced legal readiness, though deployment awaits final approval from their legal team.
Results
With Etumos’ platform operations consulting, Sprout Social now operates a more streamlined and effective Marketo instance. Their enhanced nurture qualification workflows and revamped engagement tracking have empowered the team to focus on strategic initiatives, while delivering actionable insights to sales. This partnership has not only optimized day-to-day operations but also positioned Sprout Social to scale with confidence.
Specifically, our work with Sprout has:
- Increased efficiency in nurture program execution, reducing manual intervention by 35%.
- Enhanced sales insights with revamped Interesting Moments, improving the relevance of engagement alerts by 25%.
- Reduced time to implement complex operational changes by 40% through clear project management and phased execution.
Testimonial
“Etumos was the perfect partner for our already skilled team. Their guidance and expertise helped us take full advantage of our in-house resources, streamlining our processes and enabling us to achieve more impactful results together.”
– Cam Conrad, Senior Manager, Marketing Operations
