Revitalising AgriFutures' Adobe Marketo Strategy

Revitalising AgriFutures Australia’s marketing automation
12.5% boost in engagement and growth

AgriFutures Australia, an organisation focused on growing the long-term prosperity of Australian rural industries, faced a layered challenge: how to maximise their existing Adobe Marketo platform to support the distinct needs of their sub-brands, evokeAG and growAG.

Their goals?

1. To deepen audience engagement
2. Promote key events
3. Nurture research and investment opportunities

This was no small task, and it required a strategic overhaul. That’s where Social Garden stepped in, delivering a comprehensive 12-month managed services retainer that not only met but exceeded AgriFutures’ objectives.

12.5% growth

Marketable database growth.

4.5% conversion rate

Monthly average web personalisation conversion rate growth.

High engagement

Consistent increases in open and click rates, along with a higher deliverability rate

Services

Marketing automation

Solution: A strategic audit with a clear vision

We kicked off the project by conducting a meticulous audit of AgriFutures' Marketo setup. This wasn’t just a box-ticking exercise—it was about uncovering the potential for real, actionable improvements. Our audit spotlighted several areas ripe for enhancement: from data capture and content personalisation to CRM integration and lead management.

Using Marketo’s ‘Marketing Maturity Curve,’ we illustrated where AgriFutures stood and where we could take them. The journey was clear: move from the basic, single-channel batch campaigns previously managed from Marketo, to advanced, cross-channel and customer-led journeys, backed by sophisticated reporting that could truly drive business decisions.

Process: Achieving
personalisation at scale

Here’s how we did it

Data hygiene and audience management: We started by cleaning up their data, which improved deliverability, reduced unsubscribe rates, and laid the foundation for more relevant and effective personalisation.
Web personalisation for anonymous visitors: We expanded personalisation efforts to include anonymous visitors, targeting those who repeatedly visited key pages. This significantly grew the marketable database and increased conversion rates.
Improved experience for known visitors: By excluding them from pop-ups and other subscription prompts.

Optimised email templates: We enhanced the email templates, ensuring a seamless experience across all devices and platforms, which directly improved subscriber engagement.
Tailored customer journeys for growAG: We developed a lead management framework with a focus on the commercial needs of the growAG brand.
Preference centres: By creating preference centres for each sub-brand, we captured subscriber interests more accurately, ensuring compliance with best practices and enhancing the user experience.
Streamlined survey and event management: We leveraged Marketo and Zapier to streamline data transfer from platforms like Eventbrite.

This was a wide-ranging brief to ‘get the most out of our investment in Marketo’ rather than an individual campaign. I’m proud of the team’s expertise in identifying some big improvements to both the internal marketing operations function and the customer experience. We’re so excited to continue working with AgriFutures and launch the next phase of customer journey management.

— Orla Moffatt
  Senior Account Manager

Results:

By focusing on personalised marketing automation and strategic optimisations, we enhanced
AgriFutures' marketing capabilities, driving stronger engagement and audience growth.

12.5%