Case Study – Global Backup & Disaster Recovery Provider
Boosting Software Renewals Through Dynamic Email Automation
Client's Previous Situation
A global provider of backup, disaster recovery, and data protection solutions for enterprises, selling primarily via B2B channels like resellers and MSPs. License renewals were critical for recurring revenue, but the process was manual and repetitive, sending generic renewal emails for each expiring product, often causing confusion and fatigue for clients managing multiple licenses.
Challenges
✅ Poor database segmentation and underused custom objects.
✅ Clients holding several licenses with different renewal timelines.
✅ Email fatigue from multiple similar messages.
✅ Need for multilingual communications (6–8 languages).
✅ Lack of personalization in renewal content.
Our Solution
We implemented a global renewal automation program in Marketo with a dynamic email generation engine using Velocity tokens and custom object logic.
Key Features:
✅ Segmentation by license complexity: single vs. multiple expiring licenses.
✅ Dynamic Velocity token engine: automatically generated personalized HTML tables listing product names, serial numbers, and expiration dates.
✅ Custom Object integration for real-time data retrieval.
✅ Localized deployment to multiple languages.
✅ One email per cycle to consolidate all renewals.
The Results:
✅ Increased renewal conversions, especially among high-volume clients.
✅ Improved customer experience with clear, consolidated renewal tables.
✅ Reduced email fatigue and strengthened brand trust.
✅ Scalable architecture capable of handling large volumes and evolving product lines.
💡 Conclusion:
By combining Marketo’s advanced scripting, custom data layers, and multilingual capabilities, the client transformed a manual, fragmented process into an automated, scalable renewal system, delivering clarity, efficiency, and measurable gains in customer retention.
