Nathan Isaacs: Anecdotally, our senior vice president of marketing, Nina Church-Adams, tells the story about where at her last workplace, they had brought on one of our competitors. And three months into it they were still not up and running because they were training somebody, getting them onboarded. She came to Act-On, which coincided with somebody else just getting hired, and that person was up and running with the platform within a day and was sending out an email. And it was just like. She has been in that seat that many of our customers are in.
Leveraging the calculator in your buying process
Nathan Isaacs: It seems to me what the calculator helps that marketing executive do is arm them with questions to ask. They’ve taken the time to put in their information, find out what the benefits are. But now when they’re going to other vendors and saying, ‘Would you be able to provide the same sort of benefits that Act-On would be able to do here?’ Is that correct?
Adam Mertz: That’s exactly how you want to use it. You want to be leveraging it. This is your project. You have a project most likely that’s focused on helping to drive growth in your business. It’s not necessarily to say you have a project that’s focused on implementing a marketing automation platform. And this is probably one of many things you could be considering. And as you talk to a number of vendors, both within this space along with other potential digital marketing options that might be out there, you want to be using this as your starting point to say, ‘Am I going to get the same return on investment that I could get by doing this other option, or going down this other path, or working with this other vendor?,’ and forcing again those conversations to take place.
Nathan Isaacs: How big a factor is cost in those considerations? And you and I were talking earlier, and you mentioned a case study that comes to mind when I asked this question. Can you tell us about that?
Adam Mertz: If you don’t have a business case, and you don’t have an economic impact calculator like this, it does lead decision makers more often than not to focus too much on the cost side. Because it almost by default doesn’t enable you to highlight the impacts that you’re getting. And then the only decision is like, ‘Well, here’s option A’s cost and here’s option B’s cost.’
And I work with a lot of different customers. And one that this question brings to mind is Bisco. And they did a lot of modeling. They’re in the manufacturing space, manufacturing distribution. And they did a lot of modeling as they went into this process so they could have eyes wide open, if you will, with this investment. And they looked at a three-year economic impact and ROI. And I worked into this calculator some of the elements they worked into the calculator that they created when they made the purchase decision. And it really helped the champion there that ultimately made the decision. And yes, they do go with Act-On.
But it was really, he was just saying to the people, the CEO and others at the organization, that he almost didn’t expose them as much to the decision of Act-On as it is marketing automation. And they said, ‘Well if you can get these sorts of returns and have this sort of impact on the business, then by all means move forward.’ It made that conversation and ultimately that alignment at the executive level that much easier.