Replicant Puts Multi-Persona Marketo Campaigns on Autopilot
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A Month to Build What Should Take Days
Replicant's marketing team was stuck in a familiar bottleneck: manual, time-consuming Marketo campaign builds. Creating multi-touch nurture campaigns took several weeks from start to finish, with marketing ops spending hours manually updating templates, fixing broken links, and scheduling emails. To run a single nurture campaign, Replicant's lean marketing team needed to manually craft 15+ unique emails tailored to three distinct buying personas: Technical operators who cared about implementation details, business operations executives focused on efficiency gains, and C-suite leaders evaluating strategic innovation.
"We were spending way too much time on tactical execution rather than strategic planning," explained Matt Serna, Chief Marketing Officer at Replicant. "Our content marketing and marketing ops teams were bogged down in the weeds building out emails one by one."
The slow, manual process meant delayed campaign launches and no bandwidth for the level of 1:1 personalization they hoped to achieve to stand out in crowded inboxes. With ambitious goals to run sophisticated, persona-based campaigns across multiple verticals like retail, financial services, and consumer services, Replicant needed to find a way to move faster without sacrificing quality.
Autopilot for Multi-Persona Marketing
Using Tofu, Replicant now fully automates and personalizes Marketo campaigns triggered by lead behavior that results in multi-touch nurtures directly inside Marketo. The team set up reusable templates, five persona segments, and custom fields to power dynamic, AI-driven content across industries and buyer types.
“We’re segmenting much more granularly and targeting very specific audiences. Our goal is to offload a lot of the content creation to Tofu and use Autopilot to generate high-quality, personalized messaging for each segment,” shared Kalyn Mahar, Marketing Operations Manager.
What once took over a month now takes hours. Replicant has compressed campaign timelines from weeks to days, spinning up multi-persona nurtures and deal-acceleration programs inside an always-on personalization engine. The team now tests, iterates, and scales relevant content across diverse audiences, all without adding headcount.
Tofu unlocks a new operating model for our team. Cross-functional groups align on the brief and messaging and then Tofu creates personalized content for each segment and executes everything from one place.
The Results
The impact was immediate. Replicant can now launch campaigns faster, iterate more frequently, and respond to sales feedback with agility.
Using Tofu, Replicant scaled personalization to a level that would have been impossible manually. A single campaign delivered personalized outreach to 715 individual contacts across 339 different companies, with messaging tailored to their nuances of their industry, persona, and account.
Most importantly, the marketing operations team was freed from tedious manual work. Instead of spending hours manually creating, testing and scheduling emails, they can now focus on campaign strategy and optimization, advanced segmentation and targeting, and performance analysis.
"Tofu unlocks a new operating model for our team” reflected Matt. “Cross-functional groups align on the brief and messaging and then Tofu creates personalized content for each segment and executes everything from one place.”
