SUSE accelerates campaign execution by 99% with Airtable
SUSE is a global leader in innovative, reliable, and secure enterprise solutions, built on a strong foundation as an Open Source Company. Partnering with large multinational companies, SUSE optimizes mission-critical operations, empowering innovation seamlessly across the data center, the cloud, and at the edge.
100%
Reduction in campaign creation SLA: Instant campaign launches, no delays.
60%
Faster campaign launches: Automated workflows, boosting efficiency.
The challenge: a need for unified, scalable operations
SUSE’s marketing operations team was facing several challenges that hindered campaign execution. They were relying on disparate systems for project management and spreadsheets to manage campaigns and track internal service requests. These tools caused inefficiencies, frequent errors, and a lack of synchronization across platforms. The team struggled with data silos, leading to a dependence on IT for maintenance and system updates. As the company scaled, these challenges only became more pronounced, and the need for a unified, automated solution grew more urgent.
“At SUSE we have a big marketing tech stack. We needed something that would streamline our processes and allow us to have full control over our data and campaigns without relying on IT to govern our processes.”
The solution: unifying campaign management, automating workflows, and enhancing data quality
SUSE implemented Airtable to centralize campaign data, automate lead quality assurance, and integrate seamlessly with Salesforce, Marketo, and the rest of the Marketing technology stack. Airtable’s no-code platform enabled the marketing team to build a unified solution that automated workflows, eliminated manual tasks, and freed them from their dependence on IT support. Airtable’s marketing solution became the backbone of their operations, improving collaboration, data synchronization, and overall efficiency.
One key use case involved centralizing the campaign launch process into Airtable, allowing the team to request services, like graphic design and copywriting, from various departments. This dashboard provided a central location for tracking campaign statuses and ensured that marketers didn’t have to switch between multiple applications to access information.
With Airtable, UTM creation was automated, reducing human error and improving the accuracy of campaign tracking. This also integrated directly with Salesforce, ensuring that all campaign data was synchronized in real time.
"By centralizing all of our processes into Airtable and connecting it to our technology stack, we gained full control of our operations and more autonomy in managing these processes, lessening the day-to-day reliance on IT and leveraging automation to reduce human errors.”
Using Airtable’s scripting features, SUSE added custom checks to validate lead data before sending it to Salesforce and Marketo. The scripts flagged issues like repeated characters, invalid email formats, and other inconsistencies—helping ensure that only clean, reliable data reached the sales team.
Key results
With Airtable, SUSE achieved a 100% reduction in campaign creation SLA, automating workflows and reducing the time to launch campaigns by 60%. The marketing team now sends quality leads to sales in minutes, rather than days. Automating lead validation also improved data quality and saved time by syncing campaigns seamlessly across systems like Salesforce and Marketo.
Centralized campaign launch process: Airtable integrations enabled a unified dashboard for campaign management, reducing the need to toggle between systems and increasing campaign execution speed.
Automated UTM creation: Airtable eliminated manual UTM creation, significantly reducing errors and streamlining campaign tracking.
Automated data quality checks: Airtable’s scripting capabilities ensured that lead data met high standards before being pushed to Salesforce and Marketo, enhancing lead quality and sales team effectiveness.
Lead management and integration: Through Airtable’s seamless integration with Zapier, SUSE ensured that all lead data was synchronized in real-time, reducing delays and improving sales engagement. The lead import feature further eliminated all SLAs, allowing for faster, timely, and more accurate lead management.
The automation of manual tasks freed up the marketing team to focus on more strategic initiatives, allowing them to allocate resources more effectively.
“Airtable has completely transformed how we manage our campaigns,” says Sanchez. “It’s not just a tool for project management, it’s become the backbone of our marketing operations.”
Airtable’s impact on SUSE’s marketing operations
“Airtable allowed us to move from scattered tools to a single platform that integrates everything. It’s saved us time, improved collaboration, and enabled us to make better decisions faster,” says Sanchez.
Future vision
Building on the success of Airtable’s integration, SUSE is planning to expand its use of Airtable’s automations and reporting features. The team is also exploring the use of predictive analytics for future campaigns, which will help to further streamline planning, execution, and forecasting. As SUSE continues to scale, Airtable will remain a key enabler of the marketing team’s operations, providing the flexibility and speed needed to stay competitive in a rapidly changing market.
“We’re excited to keep building on our success with Airtable. It’s not just a marketing tool, it’s a strategic enabler that’s changing how we work and how we think about marketing operations.”