Acteva is an online ticketing, registration, and payment management solution. The service is available for no cost for free events and its management solutions, as well as solutions for events, meetings, webinars, fundraisers, conferences, tradeshows, classes and training programs. Acteva is used by more than 25,000 event organizers for more than 500,000 events. Its customers include Sears, Wine & Spirits Magazines, and the American Red Cross. The service integrates with Salesforce, for easy customer relationship management functionality.
Acteva provides a valuable service to their clients by managing events, however the company itself was not managing its own leads well until they partnered with Marketo, a marketing automation. Marketing automation is a relatively new and evolving concept in the field of marketing. Companies like Marketo, Eloqua, Pardot, and others have developed software to automate repetitive tasks and better manage leads. Below is an image that demonstrates all of the many components of the marketing automation puzzle.
(“What is”, n.d.)
About the Features of Marketing Automation
Most marketing automation software programs include the following features;
· Integration with CRM tools to better align marketing and sales data
· Web analytics including activity of leads and prospects across a consumer-facing website
· Lead nurturing tools to automate responses to leads to increase customer engagement and turn prospects to customers quicker
· Lead scoring to identify and qualify potential customers
· Email Marketing
· List management tools to segment markets for customized campaigns
· Reporting to measure response rates (“What is”, n.d.)
About Marketo
Marketo’s marketing automation software helps to “generate more high-quality sales leads and win more business with less manual effort” by focusing on marketing techniques such as;
· Email and event marketing
· Lead nurturing and scoring
· CRM integration
· Data cleansing (“Marketing automation”, n.d.).
With lead scoring lead scoring companies can identify which prospects and leads are the most engaged and meet the criteria identified by a company as the appropriate target market. Scores for frequent website visits, downloading content, opening emails, and other activities will move leads up in rank as qualified prospects who are ready to convert. Scores may be based on demographics, behavior, product-specific scoring, or by individual sales reps allowing for flexibility and customization (“Lead scoring”, n.d.).
How Marketing Automation and Web Metrics Improved Acteva’s Business
“While it was developing leads for its customers, Acteva had been operating in the dark in terms of tracking leads for its own business” (Gaffney, n.d.). The company had not put any processes in place to track the selling process until it was very late in the process. By using Marketo the company could now identify leads earlier in the sales cycle and convert those leads to customers more effectively. Acteva has seen a significant increase in campaign output since using marketing automation. “Acteva’s Director of Marketing, Elias Terman, estimates the company has increased its marketing volume by 300%, through the ability to quickly create landing pages and email campaigns. By automating previously manual processes, Terman says the technology has acted as an extra arm in the marketing department” (Gaffney, n.d.). Since deploying the Marketo software, Actevo has been able to create lead nurturing campaigns with unique landing pages to track, score, and nurture leads that come to each landing page across its website. This has resulted in a significant increase in high-quality, sales-ready leads, due in large part to the landing pages and lead nurturing campaigns that Acteva created with Marketo. The company expects to see a 100% improvement in landing page conversion rates for the year (Gaffney, n.d.).
By using increasingly complex campaigns with marketing automation the company has been able to convert leads in a shorter amount of time and seen a significant return on investment. Marketing automation software has allowed Acteva to sign up five new partners per month (Gaffney, n.d.).
References
Gaffney, A. (n.d.). DemandGen Honors Top 10 Firms Using Automation Tools To Fuel Business Growth. The DemangGen 10. Retrieved December 9, 2012, from http://www.amberroad.com/pdf/DemandGen%20Honors%20Top%2010% 20Firms.pdf
Lead Management Research & Best Practices. (n.d.). Marketo. Retrieved December 10, 2012, from http://www.marketo.com/b2b-marketing- resources/best-practices/lead-management
Lead Scoring Will Increase Deals Won For SMB’s. (n.d.). Marketo. Retrieved December 10, 2012, from http://www.marketo.com/small-medium- business/marketing-automation/lead-scoring.php
Marketing Automation Solutions Bring SMB’s Quality Leads. (n.d.). Marketo. Retrieved December 10, 2012, from http://www.marketo.com/small- medium-business/marketing-automation/
What is Marketing Automation? (n.d.). LoopFuse. Retrieved December 10, 2012, from http://www.loopfuse.com/marketing-automation.php
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