Customers A-Z

ColumbiaSoft Accelerates the Delivery of Lead Nurturing Campaigns by 7x

Highlights

• Increased the delivery of lead nurturing webinars by 7x
• Improved campaign effectiveness and sales insight
• Strengthened marketing and sales collaboration

Challenges

ColumbiaSoft, a leader in document management software and services, was faced with the challenge of managing a long, complex sales cycle. They needed a solution that would facilitate more effective lead nurturing and drive a systematic approach to lead qualification. Even producing a weekly webinar became an overwhelming task, with manual processes for managing system data and distributing invitations. In addition, the company needed an automated way to develop, deliver and measure the success of its marketing programs.

Solution

With Marketo, ColumbiaSoft has adopted a more sophisticated approach to lead management and can deploy a wide range of email marketing campaigns at a rate that was previously impossible. The success of ColumbiaSoft's marketing outreach is easily measured on a regular basis using Marketo’s flexible reporting capabilities, and marketing data provides the company’s front-line stakeholders with valuable insight, which is imperative across a long, complex sales cycle.

Benefits

It took ColumbiaSoft less than two days to implement Marketo, delivering immediate time to value. The best practices shared by Marketo's passionate user community and world-class client services team further prepared ColumbiaSoft to quickly automate its strategic marketing campaigns. ColumbiaSoft can now easily produce and host daily webinars, automatically segment leads, and respond with appropriate and timely follow up. Finally, the insight gleaned from Marketo reports has helped ColumbiaSoft improve its campaign response rates and ensure that its sales reps are focused on high value, sales-ready prospects.