Qualifacts Realizes Increase in Web Traffic and Improved Communication Between Marketing & Sales Teams

Highlights

• Increased frequency and length of web site visits by 10-15%
• Bridged the gap between marketing and sales by sharing meaningful prospect activity
• Improved lead follow up time through automated communication of lead activity in sales territories

Challenges

Prior to Marketo, Qualifacts, a provider of enterprise Electronic Health Record systems, was undergoing a sea change, which included new leadership, a reorganization of people, and a rebranding of the company’s image and web site. The simple email-marketing tool that they were using was unable to run sophisticated demand generation campaigns, track web site activity or generate analytics reports. Qualifacts had limited means to measure the impact of their twice-monthly webcasts or to proactively execute their lead management programs.

Solution

With Marketo, Qualifacts quickly launched several automated email-marketing campaigns that allowed it to reach every lead in its contact database, whether through state-specific messaging to a targeted audience or content-driven campaigns that apply to a broader audience. By monitoring web behavior and assigning a lead score, its relatively small marketing team can identify the most promising leads and provide sales with actionable insight. Marketo has enabled Qualifacts to proactively drive new leads to the system through organic search, web traffic and leads imported from third-party sources.

Benefits

Less than one year after reorganizing its business and introducing Marketo, Qualifacts marketing and sales teams are working in concert to target new segments with automated marketing campaigns fueled by more relevant content. The company has dramatically improved its industry exposure through relevant, compelling messaging and sophisticated automation. Web traffic has increased by 10-15% in daily and monthly visits, and the duration of each visit has also grown. Finally, email bounce rates have decreased, and organic traffic now exceeds Pay-Per-Click traffic, so Qualifacts is spending less to attract more visitors.