Customer Success

Socialware Grows Qualified Lead Pipeline and Revenues with Marketo

Highights

• Grew sales pipeline by 215% in one quarter, while increasing revenues by 2.1X
• Realized a 42% increase in web visits, 51% increase in pages per visit, and an 84% increase in average visitor time on the website
• Attained nearly a 10% open rate on initial emails, a greater than 55% open rate on the follow-ups, and an average of 10% click-to-open rate across the board

Challenges

The inside sales reps at Socialware, the standard for social business management in financial services industries, faced a common problem for company’s without marketing automation. They worked from a common lead queue in Salesforce.com , randomly picking out leads they wanted to pursue. The process was very inefficient as they had to research every lead individually to determine ownership before beginning to prospect. Not only was this process a poor use of time, sales had no system for qualifying and scoring leads, nor did marketing have a way to deliver targeted messages to prospects.

Solution

With Marketo, Socialware established a lead scoring and lead routing mechanism based on behavioral and demographic data. As a result, each sales rep receives only leads that have crossed the lead scoring threshold or reached directly out to Socialware’s website, thereby eliminating the redundant time spent researching every lead. With each lead, sales reps can leverage Marketo Sales Insight in Salesforce.com to view recent lead score changes, interesting moments, and web and email history to eliminate the need for initial qualifying questions and start a meaningful dialog.

Benefits

The use of Marketo and Salesforce.com dramatically improved the sales pipeline, with a 215% increase in marketing qualified leads delivered to sales in one quarter, while growing revenue by 2.1x. Further, by customizing the Marketo landing pages to mirror the website, Socialware saw a 42% increase in web visits, 51% increase in pages per visit, and an 84% increase in average visitor time on the website. They also attained nearly a 10% open rate on their initial emails, a greater than 55% open rate on the follow-ups, and an average of 10% click-to-open rate across the board.