acteva, idology and marketo lead management case study
TRANSCRIPT
Lead Management at Acteva
Elias TermanDirector of Product Marketing
Today’s Agenda
• About Acteva and Referral Program• Marketing Automation Selection• Implementation• Referral Program In Action• Results• Summary
About Acteva
Acteva is the trusted leader in event registration,ticketing, and payment management services.
• Founded in 1998• 12,500 Organizations• 215,000 Events• 3.4M Registrations• Proven Technology• Highest Level of Security
About Acteva
• Quick & Easy Setup: Plug & Play Payments• Secure Processing of:
• Attendee Registrations• Ticket Sales• Membership Dues• Donations
• Integrated Event Communications• Broad Registration & Payment Options• Centralized Data & Real-Time Reporting
Experience That Counts
Acteva Referral Program
• Rewards organizations that introduce Acteva to their clients and colleagues
• Drives revenue for Acteva and for referring companies
Referral Program Requirements
• Co-branded, Customized Materials• Logos• Message
• Continuous Communication• See results quickly• Build excitement
• Track and Manage Every Lead• Align Sales & Marketing
Through the Wringer
• Exhaustive Selection Process• Detailed RFP and Feature List• Top Categories: Drip/Nurture, Landing Pages,
Forms, Email, Reporting, Lead Scoring, Database, Support, Price, Company
And the Winner Is…
• Marketo 9 out of 10, highest of all vendors• Intuitive Ease of Use• Comprehensive in addressing marketing needs
Implementation
• On-boarding via Customer Success Team• Signed Contract• 3 days later information was synching with
Salesforce• 2 days after that, we had our training• Next day I built my first landing page for new
Referral Partner GrantStation…
GrantStation - Before
GrantStation - After
Lead Alert – Partner and Internal Dist.
Lead Alert – Internal Distribution
Lead Alert – Internal Distribution
Web Activity Report
Referral Program Reporting
• Example of Reports (and screenshot) able to push to partners
LEADS OPPORTUNITIES
Results
• More leads, higher quality, lower cost per lead• 300% increase in volume of marketing programs• 100% improvement in landing page conversion• Rapid deployment of Referral Program• Program operated at 1/5 cost• Significant Revenue for Acteva and Partners
Special Offer for Webinar Attendees
• pages.acteva.com/marketowebinar.html• Offer: $100 Event Activation Fee Credit
Learn More about Acteva
• Yes, the Special Acteva Offer Is Still Live… Visit: pages.acteva.com/marketowebinar.html
• Interested in Partnering with Acteva? Contact: Elias Terman at [email protected]
• Use Salesforce? Try ActevaRSVP for AppExchange: Visit: ActevaRSVP.com
Lead Management at IDology
Jodi FlorenceMarketing Director, IDology
Private and Confidential
About Us
Identity & Age Verification provider– Helps business prevent fraud by verifying someone is who they say
they are for consumer-not-present activity – Protects both consumers and businesses from identity theft– High focus on consumer privacy as consumers move away from
providing SSN and Drivers Licenses as identifiers
Works in multiple industries including financial, telecom, retail, etc.
Agenda
Challenges Selection Implementation Results Sales Success Summary
Challenges
Manually tracking leads No visibility into Marketing actions from
Salesforce.com Lead Nurturing wasn’t systematic Disparate Systems
Selection Criteria
100% Integration with Salesforce.com Single Cohesive Solution Unmatched Ease of use Superior Customer Support
Implementation
Started with landing pages and Google AdWords optimization
Landing Pages Up in One Day Easy Integration with Salesforce.com Hands On Training Customer Success Team
Connecting It All Together
Red Flag Campaign
PPC Ads White Paper Offer Landing Page 11.8% Conversion
Rate Low $/ Conversion
Age Verification Campaign
PPC Ads White Paper Offer Landing Page 450% increase in
conversions $/ Conversion reduced
dramatically
The Sales Connection
Improved Inside Sales Process Sales says: “We are getting great information” Data Sync Gauge Prospect Interest
Sample Activity Report
Results
500% improvement in conversion rate Doubled marketing efficiency Improved sales and marketing alignment Enhanced marketing accountability Segment Lists Reporting
What’s Next
Lead Insight for Sales Outlook Tracking Sales Assign to Campaigns from Salesforce.com Lead Scoring
IDology Summary
Needed marketing automation Selected based on 100% integration with
Salesforce.com, ease of use and customer support Driving results: – 500% increase in conversion rate– Doubled marketing productivity– Aligned sales and marketing
Page
Enterprise
Mid-Market
Industry Leaders Choose Marketo
© 2008 Marketo, Inc. Marketo Confidential and Proprietary
Page
Create Effective
Campaigns to Drive Traffic
Convert Traffic Into
Prospects
Manage Lead
Database of Record
Nurture Relationships Score
Leads & Track
Behavior Pass Only Qualified
Leads to Sales
Marketo Lead Management
