Highlights

• Better lead quality yielded 5x boost in sales efficiency
• Doubled lead-to-opportunity conversion rate
• Delivered 10x impact to Alight Planning's bottom line

Challenges

Alight, a provider of financial planning and analysis software, spent thousands of dollars on pay-per-click advertising campaigns that yielded a poor click-thru rate. With no targeted landing pages and a labor-intensive follow-up process, Alight was achieving low ROI from its online marketing programs. The company needed to generate viable leads from its marketing spend and to streamline and automate its lead follow-up processes.

Solution

Today, Alight uses Marketo to improve landing page optimization, launch campaigns and automatically route the hottest leads to sales for immediate follow-up. As a result, high-quality leads never slip through the cracks, and sales reps don't waste their time pursuing prospects that aren't ready to buy. Instead, leads that are not 'sales ready' are sent to marketing for lead nurturing and lead scoring. Leads with a high score bubble to the top and are routed to sales along with behavioral data, so that sales reps can engage in more relevant and timely conversations.

Benefits

Using Marketo, Alight has significantly increased marketing's contribution to the sales pipeline, while reducing marketing spend by 50%. But the biggest benefit is sales' ability to keenly focus on the hottest leads instead of chasing bad leads. The result of Alight's focused approach to lead management is a 5x boost in sales effectiveness plus a 2x improvement in lead quality due to better data for a 10x total impact on Alight Planning's bottom line.