OpenText Core Case - Adobe Marketo Integration and Automation

Common Integration Use Cases Between OpenText Core Case and Adobe Marketo

1. Marketing Qualified Lead to Case Escalation for High-Risk Accounts

Data flow: Adobe Marketo ? OpenText Core Case

When Marketo identifies a lead or account showing high-risk behavior such as repeated pricing page visits, contract download activity, or negative campaign responses, it can create a case in OpenText Core Case for review by sales operations, customer success, or compliance teams. The case can include lead history, campaign engagement, and scoring details to support faster intervention.

• Improves response time for at-risk prospects and customers
• Creates a structured review process for sales and support teams
• Helps prioritize outreach based on marketing engagement signals

2. Case Status Updates Triggered by Customer Engagement Activity

Data flow: OpenText Core Case ? Adobe Marketo

When a case is opened, updated, or resolved in OpenText Core Case, Marketo can automatically adjust the customer?s journey. For example, a complaint case can suppress promotional emails until resolution, while a resolved service case can trigger a satisfaction survey or renewal nurture campaign.

• Prevents irrelevant marketing during active service issues
• Supports more timely and context-aware customer communications
• Improves customer experience across service and marketing teams

3. Compliance Review Workflow for Campaign Content and Target Lists

Data flow: Adobe Marketo ? OpenText Core Case

Before regulated campaigns are launched, Marketo can send campaign assets, audience lists, and approval requests into OpenText Core Case for compliance review. Legal, risk, or brand governance teams can manage the review as a case, track approvals, and retain an audit trail for regulated industries such as financial services, healthcare, or insurance.

• Creates a controlled approval process for sensitive campaigns
• Improves auditability and policy compliance
• Reduces launch delays caused by manual review coordination

4. Customer Complaint Cases Enriched with Marketing Engagement History

Data flow: Adobe Marketo ? OpenText Core Case

When a complaint or service issue is logged in OpenText Core Case, Marketo can provide the customer?s recent campaign interactions, email opens, form submissions, and lead score. This gives case handlers a fuller view of the customer relationship and helps them understand whether the issue is tied to a recent promotion, product interest, or onboarding journey.

• Improves case resolution quality with better customer context
• Helps agents tailor responses based on prior engagement
• Reduces back-and-forth between service and marketing teams

5. Lead Disqualification or Suppression Based on Case Outcomes

Data flow: OpenText Core Case ? Adobe Marketo

If a case investigation determines that a lead should not continue receiving sales or marketing outreach, OpenText Core Case can send the outcome to Marketo to update lead status, suppress campaigns, or route the contact into a different nurture stream. This is useful for duplicate leads, unresolved disputes, fraud concerns, or customers under active service review.

• Prevents inappropriate follow-up on restricted contacts
• Improves data hygiene and audience targeting
• Supports policy-driven marketing suppression rules

6. Renewal Risk and Churn Prevention Workflow

Data flow: Bi-directional

Marketo can flag customers with declining engagement, such as reduced email interaction or event attendance, and create a case in OpenText Core Case for account review. In return, once the case is resolved, OpenText Core Case can notify Marketo to launch a retention or re-engagement campaign. This creates a coordinated workflow between marketing, customer success, and support.

• Identifies churn risk earlier using engagement and case data
• Coordinates retention actions across teams
• Improves renewal and upsell outcomes

7. Event and Webinar Follow-Up Case Management

Data flow: Adobe Marketo ? OpenText Core Case

After a webinar, trade show, or product launch campaign, Marketo can create cases for high-value attendees, unanswered product questions, or leads requesting follow-up. OpenText Core Case then routes these items to the right team, such as sales engineering, product specialists, or customer support, ensuring that important follow-up actions are tracked and completed.

• Converts campaign interest into accountable follow-up work
• Improves lead conversion from events and webinars
• Ensures complex inquiries are handled by the right experts

8. Closed-Loop Reporting on Campaign Impact and Case Resolution

Data flow: Bi-directional

Marketo can send campaign identifiers into OpenText Core Case so that cases can be linked to the originating campaign. OpenText Core Case can then return resolution outcomes, case categories, and turnaround times to Marketo for reporting. This enables analysis of which campaigns generate support issues, compliance reviews, or high-value service opportunities.

• Provides closed-loop visibility from campaign to case outcome
• Helps marketing measure downstream operational impact
• Supports better campaign planning and audience segmentation