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Accelerating Digital Marketing Success: Xylem’s Rapid Marketo Deployment and Global Rollout

Xylem Headquarters

Industry

Water Technology and Digital Marketing Solutions

Challenge

Xylem’s Board of Directors required proof of digital marketing effectiveness before approving a global Marketo marketing automation platform rollout. The company needed a strategic approach to demonstrate the impact of marketing automation on lead generation and pipeline contribution. Without clear results, leadership was hesitant to invest in a full-scale deployment.

Results

Within the first two weeks of launching the campaign, Xylem generated 26 Marketing Qualified Leads (MQLs) valued at $1 million in pipeline contribution. These early results provided the proof leadership needed, leading the Board of Directors to authorize a full global rollout of Marketo. The success of the initial campaign set the foundation for future revenue-driven marketing efforts.

Key Services

Campaign Strategy & Execution, Marketing Automation Enablement, Lead Generation & Pipeline Growth

www.xyley.com
26
MQL
$1M+
Pipeline Contribution
Global
Rollout

We were able to do so much more by partnering with the experts at The Pedowitz Group than we could have done without them. It has helped us reach our immediate goals of starting conversations with those who could become MQLs, and it set us up for future marketing success. We believe our current campaign is creating leads that will create more leads. We are excited about the potential for revenue marketing within Xylem

Bryan Gassler

Director of Global Marketing Communication @ Xylem

xylem2

About your Customer

Xylem is a global water technology company dedicated to solving critical water challenges through innovative solutions. It provides advanced products and services for water management, wastewater treatment, and industrial applications. Xylem serves municipalities, businesses, and communities worldwide, focusing on sustainability, efficiency, and digital transformation in the water sector.

The Challenge

Xylem’s Board of Directors required proof of digital marketing effectiveness before approving a global Marketo marketing automation platform rollout. The company needed to demonstrate measurable impact in generating qualified leads and pipeline growth. Without clear evidence of success, Xylem risked delaying or limiting its investment in marketing automation, potentially missing opportunities to optimize customer engagement and revenue generation at scale.

The Solution

Xylem’s leadership team sought a way to validate the effectiveness of marketing automation before committing to a global rollout. After evaluating various strategies, they engaged The Pedowitz Group (TPG) due to its expertise in revenue marketing and proven track record in implementing Marketo at scale. TPG’s ability to deliver rapid, measurable results was a key factor in their decision, as the Board required concrete proof of impact before greenlighting the initiative.

TPG quickly enabled Marketo to develop a structured strategy and launch the first campaign within 30 days. By leveraging best practices in marketing automation, segmentation, and lead scoring, Xylem could track and measure engagement in real time. The campaign generated 26 Marketing Qualified Leads (MQLs) in just two weeks, contributing $1 million to the pipeline—providing the Board with the proof they needed to approve a global expansion.

“We were able to do so much more by partnering with the experts at The Pedowitz Group than we could have done without them. It has helped us reach our immediate goals of starting conversations with those who could become MQLs, and it set us up for future marketing success.” 

— Bryan Gassler, Director of Global Marketing Communication, Xylem

The Results

By partnering with The Pedowitz Group, Xylem successfully launched its first Marketo-driven campaign, delivering measurable results that secured executive buy-in for a global rollout:

  • 26 MQLs generated in two weeks, demonstrating rapid lead conversion.
  • $1 million in pipeline contribution from the initial campaign.
  • 30-day campaign deployment, proving the speed and effectiveness of marketing automation.
  • Full global rollout approved by the Board of Directors based on the campaign’s success.

With a proven framework for marketing automation in place, Xylem is now positioned to scale its lead generation, improve customer engagement, and drive long-term revenue growth through its global Marketo implementation.

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