DemandGen. Client Experience

Transcription

1 DemandGen Client Experience

2 More than any other marketing automation consulting firm worldwide, DemandGen is best positioned to recommend marketing automation best practices, based on our unique knowledge of the world s leading marketing automation platforms, the countless systems we have deployed, the successful campaigns we have executed, and the effective lead scoring and nurturing systems we have architected. In this document you ll learn about some of our clients successes and how DemandGen helped them achieve their goals. The icons adjacent to each client story (referenced in the legend below) will help you recognize at a glance which of our key service areas are discussed. Lead Lead Nurturing Scoring Accela As Accela experienced rapid growth, the CEO became concerned about the costs and ramp-up time for additional headcount, and asked if marketing automation could be used for employee onboarding. DemandGen built out a nine-week employee nurturing program to teach employees about the various departments and everything that they needed to know to quickly become contributing team members. The campaign was not only a tremendous success, but won Accela and DemandGen an award for its creativity by the Employment Management Association of America. Apple Computer Since 2008, Apple s Enterprise Marketing Team has relied on DemandGen to be its full-service marketing automation agency. We provide 100% of the day-to-day operations of Eloqua. To underscore this level of service: Apple has never logged into Eloqua. Bella Pictures Bella Pictures is in the business of matching a bride-to-be and a wedding photographer. Given the lengthy buying cycle for a bride which averages a year lead scoring plays a critical role in aiding Sales as to the right time to engage with the lead. Too early, and the lead is not ready to contract with a photographer. Wait too long, and the bride will have already contracted with a local photographer based on a referral. Because lead scoring can have tremendous significance in identifying the precise timing for a rep to actively engage a lead, we used extensive historical data analysis on buyer demographics to determine the key qualification criteria and interest behavior. From this information, the system scores leads and alerts Sales to contact the lead. The system was so successful in impacting revenue that Bella was a finalist in the 2009 Eloqua Markie awards for lead scoring. 2

3 Citrix Online In order to drive customer engagement and increase account executive productivity, Citrix Online worked with DemandGen to create a special customer nurturing program that triggers upon activation of the product through an integration of the product systems, Salesforce.com, and Eloqua. This program delivers a series of timed s with relevant account information, activation details, and getting started resources freeing up Account Executive time to focus on value-added activities and delivering customer success. In turn, these valuable activities drive engagement throughout the customer lifecycle and will result in retention lift as well as cross-sell opportunities. Concur Concur engaged with DemandGen to develop a comprehensive plan to organize marketing and sales tasks more clearly and efficiently, develop a lead scoring model, and to develop engaging and educational nurturing content to drive leads through the demand funnel. The team developed the lead scoring model, implemented a rating system in the CRM, and created a coaching and assessment training program for the Sales and Marketing teams. DemandGen also developed a nurturing strategy incorporating compelling industryand role-based nurture content as well as clearly defined nurture workflows. Concur s ROI has been remarkable in terms of marketing effectiveness, revenue generation, and even rapport with Sales. A free trial nurture program increased conversion by 20% maximized sales rep efficiencies. The easy-to-see scoring process is updated in real time, so both teams can easily track lead status and progress, and campaign efficiency. These policy changes have allowed Concur s teams to further increase productivity and overall revenue. Dell KACE A new lead nurture for Dell KACE that was designed to bring new leads into the system had an interesting side benefit: a decrease in the unsubscribe rate. As our nurturing program proceeded, the unsubscribe rate plummeted to half its previous level, while the response rate increased by approximately 20%. Another nurture program built around a free trial program has seen a very impressive trial-to-purchase rate of more than 30%. Ellie Mae Ellie Mae s growth in the market created an immediate need for additional headcount. DemandGen provided a team of resources for over six months to execute hundreds of campaigns. The campaigns covered product introductions, partner marketing, event marketing, nurture programs, and newsletters. Ellie Mae s 3

4 revenue growth is predicated on two factors: increasing market share for its mortgage loan origination system, and driving transactions through the system. We developed an extensive onboarding nurture to drive transactions. This extremely successful program helped Ellie Mae to thrive in a seriously depressed mortgage environment, resulting in the company s successful IPO. e.republic, Inc. When e.republic decided to implement marketing automation, the requirements were particularly complex: this leading publishing, research, event and new media company sends out upwards of 25 million s annually to a database of more than a quarter of a million people. DemandGen configured and deployed the marketing automation system, integrated it with the Salesforce CRM, developed custom subscription forms, provided input documents, and delivered training. e.republic s ROI has been significant in saving time and improving accuracy across the marketing operations function. execution has been cut from weeks down to hours or minutes; open rates have increased by 17% and effectiveness has improved by 22%. More than 150 events annually are now handled through the MA system, with registration fully integrated with the CRM. Required reporting to a circulation auditor is now automated, and reports are much more accurate. FICO For several years, FICO, a global leader in financial services, has relied heavily on DemandGen to handle campaign execution in addition to strategic projects. Our expertise, efficiency, and attention to detail have been the three main reasons FICO consistently relies on us to act as an extension of its team. Five9 As a growing SMB company, cloud contact center provider Five9 sought an effective approach to lead management to support its enterprise market expansion. Five9 partnered with DemandGen to build and rapidly deploy a sophisticated, highly automated, scalable revenue engine in Marketo, including a new demand funnel and lead routing, enhanced lead scoring, a new gating strategy and subscription center, new campaigns, workflows, and forms all integrated with Salesforce as well as Five9 s own product. DemandGen s controlled deployment methodology enabled a rapid and smooth implementation that was planned, built, and deployed in just six weeks, delivering a dramatic uplift in opportunity volume and lead quality. 4

5 GAIN Capital Holdings, Inc. DemandGen worked closely with GAIN to develop and implement a careful lead scoring model coupled with a strong nurturing program which led to a whopping 20% reduction in sales conversion costs with absolutely no overall decrease in conversion percentage. In some of the lower performing regions, up to a 15% increase in conversion was reported. The relationship between Marketing and Sales at GAIN went from remote to a model of cooperation. And GAIN Capital customers are enjoying a better customer experience. This program won the 2011 Eloqua Markie for Best Program. Infoblox Infoblox engaged us to implement an interest-only lead scoring system and the system we built helped get Infoblox on stage at Dreamforce to receive a finalist award in the category for sales enablement. The recognition was largely due to the impact that lead scoring had on sales pipeline management. The system we designed integrated the lead score to opportunities created by the Sales rep in the CRM, and then mathematically predicted the expected close date and probability of closure based on the lead score and historical data. LinkedIn Every year LinkedIn presents and streams more than 400 events around the world that help prospects learn about LinkedIn solutions, and are highly effective in turning prospects into customers. Leveraging the Eloqua platform, DemandGen built a sophisticated infrastructure solution for event setup and execution that helped LinkedIn s overburdened marketing team create tremendous efficiencies while driving a 60% year-over-year growth in bookings, reducing attendee cost by 40%, and boosting ROI by 50%. NetApp DemandGen plays a key role as a part of NetApp s global marketing operations team. Working to establish new processes and best practices, the team consistently delivers timely and effective marketing programs and campaigns. Recently a complete migration of the CRM system, three global launches, and major expansion of the marketing automation system were all performed while at the same time executing between nurture campaigns per month. DemandGen was instrumental in each of the strategic efforts, and a DemandGen operational team is responsible for NetApp s day-to-day marketing automation projects. 5

6 Novell The free trial nurture that DemandGen developed for Novell delivered open rates that were more than double Novell s previous average: 24-26%, with clickthrough rates 1.5% above previous norms. Incorporating custom prompts and tracking partner responses have also helped increase response through partner sites. Plaxo To encourage Plaxo Basic users to try a subscription product, DemandGen helped the Plaxo team develop and implement a nurture program to remind them why they chose Plaxo in the first place. Each personalized, conversational from Heather, a Customer Service Manager, offers specific examples of how Plaxo can help busy people in their everyday lives. Plaxo immediately saw a significant lift in subscription trials and a 10% improvement in subscription trial conversions from the nurtured users. Moreover, the number of deleted accounts fell by 20% among the nurtured users. Plaxo plans additional nurture programs drawing on this experience. Polycom Polycom engaged DemandGen to help with worldwide deployment of marketing automation, which included defining the company s marketing automation processes, lead taxonomy, governance for organization and utilization of the system, and training curriculum. DemandGen worked with Polycom to develop a custom training curriculum to build the marketing automation skills of team members in each geographical location. The curriculum provided in-depth training on the exact process for setting up and deploying campaigns, as well as on how to use Eloqua to launch and deploy Polycom s campaigns. DemandGen also assisted with standardizing the lead taxonomy, created and landing page templates, and provided best practice consulting on effective use of campaign dashboards and reports. In addition to deployment work, we assisted Polycom with configuring the Eloqua Event Module and the design implementation of lead nurtures. Since 2009, DemandGen has continued to move Polycom along the journey of marketing automation adoption, with strategic projects for more nurturing, lead scoring, and enhanced campaign reporting. Proofpoint This past year we were engaged by Proofpoint to overhaul the company s previous lead scoring system. The old system was not adopted by Sales for two main reasons. The first reason was that the old lead scoring model was not multi-dimensional and 6

7 was based solely on qualification criteria; the new model we implemented used our unique approach to measuring a lead s interest in combination with lead qualification. The second reason was that the implementation in the CRM (Salesforce) was not giving Sales immediate visual indication of the lead s score (all too often, lead scoring is implemented with just a numeric lead score field). Our approach dramatically improved the implementation by incorporating graphical indicators and gauges for each lead, which allowed immediate visibility to the score much like a five-star movie rating or temperature gauge provides instant indication of ranking or level. Shoretel As a small company, Shoretel called on DemandGen to help implement a variety of marketing automation programs. A sophisticated and robust lead scoring program uses progressive profiling to efficiently prioritize as many as 13,000 leads a month for its inside sales team of only six people which now converts A and B leads at a much higher rate. SuccessFactors When a marketing manager left on maternity leave for four months, Success Factors, a long term client of DemandGen for scoring and nurturing, retained DemandGen to fill the role of the marketing manager and perform all the duties of that role: campaign strategy, planning, and measurement plus all day-to-day operations within Eloqua. Taleo With DemandGen s help, the team at Taleo has built an awardwinning series of automated nurture, lead scoring, and sales routing programs. Fully integrated with CRM, nurture and routing programs run automatically based on lead status and score. The lead scoring system we implemented for Taleo leverages the SiriusDecisions buying cycle and demand waterfall models, and we extended the lead scoring system to combine a sophisticated set of lead nurturing programs that routes leads to various nurtures based on a lead s score. Incorporating both interest measurement and qualification, leads are scored, ranked, and routed to the appropriate Sales rep for follow-up. DemandGen has developed customer cross-sell and up-sell nurtures for Taleo as well. These programs have demonstrated a 30% improvement in response rates. Progressive profiling and dynamic forms are used to increase effectiveness and gather important data for ongoing scoring, re-scoring and targeted marketing. 7

8 Vistage International DemandGen initially worked with Vistage to deploy its Eloqua marketing automation system. DemandGen provided a fast and effective deployment, coached the internal team on marketing automation best practices, and delivered an extremely rapid time to value through the use of nurturing and scoring. DemandGen created some of Vistage s early programs and nurtures, and provided day-to-day marketing campaign execution services until sufficient staff was trained. Typically, Vistage s marketing programs generated a large number of unqualified leads, so the company engaged DemandGen to design and implement a lead scoring system that would systematically rank leads before they got to Sales. DemandGen also presented an on-site workshop and lead scoring consulting which Vistage feels were instrumental to the success of the program. The results of the program have been excellent. In the worst economic times in recent history, Vistage s business has grown significantly, largely due to the efficiency lead scoring provided to Sales. Workday As with many companies that are new to marketing automation, Workday was using its Marketo system primarily for batch and blast s, but hadn t adopted any of the core strategic capabilities of the platform. The Workday team called on DemandGen to identify and implement key functionalities that would provide the greatest impact to their business. Through a Business Process Review, DemandGen determined that lead scoring would improve sales efficiency and shorten time to close, as well as drive greater alignment between Sales and Marketing. DemandGen designed and implemented Workday s lead scoring system, aiding in rollout and training the Sales team. Workday has experienced tremendous success from the program, not only in the expected efficiencies and faster closings, but in vastly increased adoption of CRM among the sales staff, due to the new effectiveness that lead scoring brings to pipeline management. About DemandGen DemandGen helps high-performance firms leverage digital sales and marketing technologies for demand generation and lead management driving engaged, sustainable customer relationships. A global team of technologists, strategists, and operations experts, DemandGen empowers marketers to execute on objectives and spur revenue growth through best-practice consulting, proven methodologies, professional services, and engineered solutions. Visit SAN FRANCISCO Munich Vienna Paris LONDON Melbourne Toronto Singapore DemandGen. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners