NRL team the Cronulla Sharks is now using Marketo to assist in managing relationships with their members and fans.

The agreement with The Sharks is a clear demonstration of how sporting teams are now using technology to build stronger relationship with their fan base, to build loyalty and develop new commercial opportunities.

“For us it’s about getting closer to our fans, whilst streamlining how our business operates,” said Brad Pettitt, The Sharks’ head of fan engagement.

“Marketo provides a single customer view that allows us to drive more personalised and engaging customer journeys, for existing members and fans. As mobile is gaining scale, it becomes more important to offer a multichannel customer experience to users through personalisation and targeting across our different platforms and channels.  It will also help us to capture and engage new visitors and fans, to increase commercial returns across the business”.

Greg Taylor, regional managing director, Marketo Australia, said that The Sharks isn’t the first sporting organisation to make use of their innovative software.

“Last year theNew Zealand’s BLACKCAPS signed up to help drive their subscriptions and build a bond with customers. Sporting teams recognise they need to develop an affinity with their supporters, just like any other business,” he said.

The Sharks were attracted to Marketo by the ease of implementation, the ability to track behaviour across multiple channels and develop communication programs targeted to specific groups of people. The cloud-based solution will also allow them to track the ROI of various campaigns, understand what works best and fine-tune their communications program accordingly.

Sharks CEO, Lyall Gorman said that the partnership with Marketo continues the Club’s drive to become a leading innovator and benchmark club across the NRL.

“Our Club will always strive to identify and engage in cutting edge technology and partnerships that will take it to a new level of performance and engagement and our exciting relationship with Marketo continues to reflect this focus and commitment,” Gorman said.