Success Story
A B2B2C Marketo solution for Petplan
Tap CXM enabled Petplan Partnerships, an Allianz brand, to evolve its 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 Partnerships, an Allianz Insurance brand, leverages relationships with breeders and partners to reach pet owners at relevant points in the pet-owning lifecycle. Strong 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 expertise.
The Challenge
Petplan Partnership’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 waterfalled into missed business opportunities. Without consistency, continuity, automations and accuracy, most of the team’s effort went BAU. And still the backlog was building.
The Solution
We worked with Petplan Partnerships to identify, design and implement a Marketo Engage solution. 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 rolling, we 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
The collaboration between Tap CXM and Petplan delivered notable results:
- Streamlined campaign processes: Moving from ideation to launch takes 2-3 weeks, saving the team 15-20% time.
- 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 valuable, personalised interactions, fostering loyalty among 1.3 million insured pets.
