Connect for Education is a company that develops online music courses for college/university instructors to adopt and offer as their own. Given the large number of colleges and universities across the U.S., and even larger number of instructors, the company had a huge challenge organizing and identifying on which prospects to focus their efforts. In addition, lacking an effective way to prioritize prospects, Connect for Education spent a great deal of time manually prospecting and individually emailing instructors to request campus visits. As a result, tremendous effort was expended to secure just eight to ten campus visits each month.
Before implementing Marketo, it was very difficult to manage an inventory of even a few hundred prospects. After Marketo, Connect for Education’s inventory of prospects is now just under 5,000 and growing. Sales Insight further integrates Marketo with Salesforce.com, making it very easy for users to review leads, accounts and contacts in Salesforce.com. This allows the marketing team to know exactly what campaigns and emails have been sent via Marketo and to see the interesting moments captured by Marketo for lead scoring.
With Marketo, Connect for Education can now effectively segment their list of prospects based on location, activity or area of interest allowing sales to generate 20 to 30 requests for campus visits each month. In fact, according to Connect for Education, the sales team has the enviable challenge of keeping up with all the leads from the marketing team. In addition, for the first time, the company was able to close a deal without visiting the prospect one-on-one. The prospect received and clicked through a Marketo campaign and based on the campaign decided to purchase Connect for Education’s course. Although this type of sale is rare and the company doesn’t expect to ever replace the sales team with marketing automation, they are benefiting from Marketo’s ability to help them recognize and quantify the marketing team’s impact and contribution to generating revenues.