Payscale. LeadMD Case Study. Making Sense of it All.

Transcription

1 LeadMD Case Study Payscale Making Sense of it All. PayScale is a fast-growth, Seattle-based cloud software and data company that has created the largest database of salary profiles in the world. The company was scaling so rapidly, in fact, that PayScale found its sales and marketing infrastructure disjointed and chaotic. LeadMD helped them optimize for success.

2 LeadMD guided PayScale to the most powerful capabilities in Marketo. " We wanted to use Marketo in the smartest possible way to drive improvements to our overall process, and to the quality of the insights we were getting from our systems." Summary PayScale is a fast-growth, Seattle-based cloud software and data company that has created the largest database of salary profiles in the world. They help people obtain accurate, realtime information on what they re worth, and companies create and manage competitive compensation programs. PayScale gathers information 24/7/365 by crowdsourcing through a quick online survey, in which employees submit their job profile and salary data. This allows PayScale to provide rich data and very specific market insights on compensation trends to its business customers based on sophisticated matching algorithms. The Challenge PayScale didn t have a challenge acquiring leads. The company was scaling so rapidly, in fact, that PayScale found its sales and marketing infrastructure disjointed and chaotic. PayScale was using Salesforce.com for its CRM and had already chosen Marketo as its marketing automation platform, but had not implemented Marketo fully. The environments had been created over time, but not optimized. The company was executing campaigns, but didn t totally understand all of the robust functionalities of Marketo, and was not getting anywhere near the full benefits possible with marketing automation software. Data quality issues were rampant, and use of the reporting and analytics features was nearly nonexistent. PayScale was also using a primitive filter in Salesforce.com to determine whether or not to pass leads to its sales team, which proved timeconsuming and problematic. PayScale needed a complete reset of its marketing automation system and CRM process. Our use of Salesforce.com had evolved over time, and our environment was heavily modified. We wanted to use Marketo in the smartest possible way to drive improvements to our overall process, and to the quality of the insights we were getting from our systems, said Timothy Low, VP of marketing for PayScale. We were barely scratching the surface of the benefits we should have been getting from marketing automation.

3 The Solution PayScale turned to LeadMD to help with a review of their Marketo implementation, the synchronization between Salesforce.com and Marketo, and ultimately a marketing automation program that supported the business better. LeadMD began by tackling issues one by one, and completing an assessment to gauge where PayScale stood with its marketing automation program. The company prescribed check-ups for PayScale, and began breaking down its problems. LeadMD first addressed campaign structures and hierarchies, fixed data quality issues, and resolved data sharing problems between Salesforce.com and Marketo. As PayScale also subscribed to Marketo s Revenue Cycle Analytics product, LeadMD helped optimize the environment to get great multi-touch program performance information and segment analysis out. LeadMD then assisted in structuring these tools, and helped PayScale glean powerful insight from them. LeadMD helped PayScale create the Marketo revenue cycle model that would drive analytic outputs, and create sales training materials to help communicate changes to funnel stages and practice to the PayScale sales teams. LeadMD guided PayScale to the most powerful capabilities in Marketo, which allows it to see which marketing initiatives are actually working. One example of this is a new RCA report that allows PayScale to visualize marketing impact on closed deals identifying each of the touches that contributed to a closed deal. PayScale was provided strategy, actionable tips, and stellar support by LeadMD, and has improved its marketing automation program immensely. LeadMD has a great process, and a comprehensive arsenal of tools they used to help us and communicate with us. They were available for troubleshooting and support whenever we needed it, and gave us a panoramic view of our marketing efforts and their by-products. I ve come to rely on them as experts. "LeadMD has a great process, and a comprehensive arsenal of tools they used to help us and communicate with us. They were available for troubleshooting and support whenever we needed it."

4 Results Through LeadMD s guidance, PayScale has achieved: + Its best sales and growth month in its history in August 2012 after about three months of working with LeadMD + Customized marketing campaigns + A leaner revenue cycle and better defined funnel stages + Improved and streamlined integration between Salesfore.com and Marketo + Sophisticated multi touch and program performance reports from Revenue Cycle Analytics

5 About Payscale PayScale is a fast-growth, Seattle-based cloud software and data company that has created the largest database of salary profiles in the world. They help people obtain accurate, real-time information on what they re worth, and companies create and manage competitive compensation programs. PayScale gathers information 24/7/365 by crowdsourcing through a quick online survey, in which employees submit their job profile and salary data. This allows PayScale to provide rich data and very specific market insights on compensation trends to its business customers based on sophisticated matching algorithms. For more information, visit About LeadMD LeadMD is a conversational marketing services firm specializing on organic lead generation. Headquartered in Phoenix, LeadMD helps companies fix their funnel by leveraging cutting edge sales and marketing technology to produce quantifiable revenue based results. We love marketing automation - it's a fact. We'll make a believer out of you as well. In fact we re so confident (Certified Marketo Partners & Professionals, Certified Salesforce Administrators and Consultants) in the knowledge we wield, we'll examine your automation roadmap with our popular Health Check and get a plan in place before you can say ROI. It's no wonder that LeadMD has helped over 250 organizations harness the power of Marketo: