Success Story
A B2B2C Marketo Solution For Petplan
Tap CXM enabled Petplan Partnerships, an Allianz brand, to evolve its B2B2C email marketing capabilities and database management using Marketo Engage.
Industry
Insurance
Date delivered
Ongoing
Length of project
Since 2019
Solution provided
Understanding customers, Deliver personalisation at scale, Measure effectiveness, Managing operations
Technology
Marketo Engage, Salesforce CRM
The Project
Petplan, an Allianz Insurance brand, leverages partnerships with breeders and vets to reach pet owners at relevant points in the pet-owning lifecycle. These partnerships are crucial for Petplan’s growth. So, when the team realised their processes and systems were letting them down, they turned to Tap CXM for B2B2C marketing expertise.
The Challenge
Petplan’s legacy email marketing system was time-consuming, overly manual, and under-delivering. Before implementing Marketo, the insurer faced several challenges that frustrated progress:
- £10k+ in annual costs to an external email agency.
- No ability to build and send emails in-house, and limited reporting data.
- 6 manual interventions in customer registration process.
- No system for personalisation or next-best-action customer journeys.
- Compliance information (like breeders’ licence validity) was falling through the cracks.
Many of these challenges fed directly into missed business opportunities. Without consistency, continuity, automations and accuracy, most of the team’s effort went to BAU. And the backlog was still building.
The Solution
We worked with Petplan to identify, design and implement a Marketo Engage solution. Although it’s known as a B2B customer experience platform, Marketo is also configurable for unique B2B2C use cases like this. By replacing the legacy system with Marketo and integrating the platform with Petplan’s Salesforce CRM, we could address all challenges at the source.
- In-housing email development and sending with a user-friendly platform.
- Automating email comms to eliminate manual handling across the customer lifecycle.
- Syncing emails with CRM data for consistent, continuous record updates.
- Tailoring communications across 5 core journeys for better engagement.
- Providing granular reports to make informed decisions.
To get things moving, we also developed custom email templates and facilitated Marketo training for the Petplan team.
It was great working with James. He made everything so easy and Marketo got delivered perfectly! We are so happy with his work and the Tap team in general.
Federika Paterson, Partner Channel Senior Marketing Executive, Petplan
The Results
Our collaboratively designed solutions has unlocked efficiency and effectiveness across Petplan’s marketing operations:
- Streamlined campaign processes: Moving from ideation to launch now takes 2-3 weeks, a 15-20% reduction in the time it used to take.
- Enhanced personalisation: Sophisticated CRM capabilities allow breed-specific content, postcode-based targeting, and behavior-driven workflows.
- Improved customer loyalty: Advanced analytics from Adobe Campaign and Apteco FastStats help create mutually valuable, personalised experiences, fostering loyalty among 1.3 million insured pets.
Underpinning all this is the improved B2B2C customer intelligence that enables Petplan to understand their partners’ needs and challenges better, and engage on a more personal level.
