Case Study

Bronto Improves Lead Qualification and Conversion Rates With Marketo

Highlights

• Increased qualified lead conversion rates by 32%
• Improved pipeline management and lead conversion timeframe by 125%
• Enables more targeted, relevant and meaningful conversations
• Opportunity to Won improved by 23%

Challenges

As a leading email service provider, Bronto Software is no stranger to marketing automation. After working with a number of marketing automation applications over the past 2-1/2 years, Bronto's challenge was to empower its lead qualification and sales teams to better prioritize their pipeline, to gain greater visibility about new contacts and to determine the best time to engage with a prospective lead.

Solution

Bronto leveraged its demand generation expertise, what it learned from using other systems, and the flexibility and usability of Marketo Lead Management to quickly launch trigger-based email marketing campaigns and pursue more targeted and robust enterprise opportunities. Sophisticated lead scoring rules help focus sales pipeline activity by driving a prioritized list of Marketo Sales Insight 'Best Bets' that are based on urgency (recent web activity) and lifetime lead value. The Bronto revenue team also gains actionable insight from a 'Watch List' of known and anonymous web activity and user-defined 'Interesting Moments' that indicate buying behavior.

Benefits

Because this information is delivered in a salesforce.com tab, Bronto's revenue team now shares improved visibility, greater transparency and better insight about leads and contacts in real-time. Only three months after implementing Marketo Sales Insight, Bronto customer-facing reps engage in more targeted, relevant and meaningful conversations, resulting in a 32% increase in qualified lead conversion rates and a 125% improvement in average lead conversion time.