Success Story
A collaborative solution to support Miro's growth
As part of a revamped martech stack, Miro needed a highly bespoke Marketo Engage configuration. Our solution helped reinstate customer intelligence and enable explosive growth.
Industry
Software
Date delivered
June 2022
Length of project
3 months
Solution provided
Delivering personalised CX at scale, Connecting customer journeys across channels, Measuring incrementality & effectiveness, Managing efficient operations
Technology
Marketo Engage, Salesforce CRM
The Project
Online collaboration multi-tool Miro grew from ~5M users to 35M+ in under three years. This explosive growth was more than Miro’s martech could handle. After a detailed discovery process, Miro decided on a new martech stack that would be built on Salesforce and Marketo Engage. But this wasn’t any old rollout. It needed to happen quickly, properly, and collaboratively, with bespoke configurations that needed TAP CXM’s expertise.
The Challenge
Outgrowing your tech stack is a good problem to have in many ways. But it also creates a cascade of CXM issues that are less good:
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- Contacts stop syncing
- Customer visibility is limited
- Data takes longer to transfer and load
- Systems stop talking to each other
- Customers can’t update preferences
- Email segmentation is limited
- Performance metrics become opaque and unreliable
- Business-critical processes become unreliable
These aren’t just headaches for marketers. Miro’s customers were also complaining that emails looked like spam, unsubscribes weren’t registering, and emails were arriving in quick succession from multiple systems.
The solution
We built Miro’s new stack around a CDP to meet the team’s requirements for a single source of truth. Our bespoke Marketo Engage configuration handles engagement comms. We designed it to receive audience segments from the CDP and use them in campaigns, with a lot of behind-the-scenes work to make that data exchange much faster than it should be (minutes, not hours).
In parallel, Salesforce was configured to deal with lead, contact and account processing. A Snowflake database and several other integrations feed in to complete the stack. Integrating these platforms to support Miro’s continued growth required a clear, flexible data schema and carefully constructed processes. It was a complex and challenging implementation with unique dependencies, but we made it happen.
Miro’s was one of the more complex Marketo projects we’ve seen. Delivering on time and within budget wouldn’t have been possible without close collaboration from TAP CXM, Adobe and Miro’s tech-savvy team.
James Gent, Business Consultant, Tap CXM
The Results
From inbound form handling to customer preference updates and automation workflows, Marketo (together with Salesforce) enables faster responses and personalised marketing at scale.
Custom Marketo solution
We configured a unique Marketo-Salesforce integration to sync 10M+ contacts 1:1 in minutes so Miro can maintain communication with customers.
Migrated and future-proofed
We migrated 267 email assets and 90 workflows. In doing so, we built in rules of engagement and orchestration between multiple campaigns, developed a scalable process to add new triggers and attributes, and fed into a centralised reporting hub.
Expedited project
Marketo migrations like Miro’s would usually take 6 months. We got it done in 3 months, thanks to a massive collaborative effort and crystal-clear goals.
