acteva, idology and marketo lead management case study

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 eterman@acteva.com

• 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

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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

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Learn More!

Call: 650-655-4835Email: sales@marketo.comWeb: www.marketo.com/freetrial