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PAUL: We do. We have templated emails as introductions for the business development reps to use based on who they’re emailing to. So if our returns BD is emailing someone at Kawasaki versus someone at Sony, they’ll pick a different template. These have different links for different pages to go back into the website, directly to collateral pieces, or just different parts of our returns management area, etc. We just create the email in Act-On, and then the BD team can pick the email from the dashlet inside of Sugar.
PAIGE: Is there one campaign that you can think of that’s kind of stuck out as being more successful, or that you were able to learn something from and use it to optimize another campaign that you did?
The difference a good “Contact Us” form makes
PAUL: A lot of the learning from the campaigns has been incremental. It helps to have a client success manager at Act-On; that’s what we offer to our own clients, to give them that broad-based, cross-industry knowledge of what works. As we got started, one of the first things that Riley [Spinnaker’s Act-On Customer Success Manager] had us change was our Contact Us form. We moved it from living in our webpage to being an Act-On template embedded into the webpage itself, and simplified it with some guidance from Riley.
The change – not only in people going to that page, but the number of people that actually completed the form and submitted it – was dramatic. To put it in perspective, prior to July of 2015 we had received a total of three inquiries from our website Contact Us. Since making the changes in August, in about a month, we’d gotten eight inquiries already. So to see that 250 percent increase in such a short amount of time is fantastic for us.
PAIGE: You mentioned you changed the number of questions that you were asking in the Contact Us form to four. How many questions did you ask prior?
PAUL: Ten or 11 questions. Basically we were trying to prequalify, versus just starting a conversation.
Watching how visitors access the website pays off
PAIGE: You mentioned that you’d made website changes for better lead capture.
PAUL: We introduced gated URLs across the site. Now we have a clearer picture of what’s happening. We know a lead has been to the website; we know where they spend their time. Now we can actually formulate our follow-on conversations better. That’s been really important to us.
If they come in and go to our supply chain management page – but spend most of their time looking at just management consulting – that’s a different conversation. [One Fortune 500 company] for example, which is a large SAP practice – we probably don’t need to have a conversation with them about SAP. But maybe they’re challenged by network optimization, there’s a needed technology enhancement, or they’re trying to make some other change from a supply chain standpoint. Since we can see their research, we can open up the conversation around that. Maybe we’ll send them a collateral piece that talks to the move from supply to demand planning and the challenges there, or the need for add-on planning tools to supplement your SAP installation, or some thoughts on how to get real traction for network optimization exercises.
PAIGE: So you’re looking at the digital footprints of these buyers and seeing where they’re navigating on your site, and to give you a better idea as to kind of what their challenges are, or what your talk track would be, or the type of content that could help them as they go through their discovery process?
PAUL: You make it sound so much sexier. Yes, [LAUGHTER] that’s way better.
PAIGE: How is your sales team is using Act-On?
PAUL: They utilize that knowledge of where the prospect went on our web page to help shape their messaging. The BDs look at the Website Prospector information every day. Maybe they’ve been calling into a company where we don’t have any contacts, but all of a sudden now people from that company are showing up even as an unknown visitor on our web page. We can see where they went, the BD can start to piece together whether it is one of the people they reached out to, and now they can reengage because the company has shown a little bit of interest.
Scoring indicates interest
PAIGE: So when does your sales team get involved?
PAUL: They start getting really interested when the lead score gets above 20. On their main dashboard for Sugar they’ve got the Act-On Hot Prospects list. So when they see them trend above 20, then they usually engage again. They do also if there is a Contact Us request.
PAIGE: Where would you like to be in the next two quarters?
PAUL: We have two main goals moving forward into Q1. For our campaigns, we want to be above a 15 percent open rate and above a 3 percent click rate. We also want to introduce our advanced workflows in Q1 of next year, that’ll incorporate all pages of our resource library specifically. So based on what they go and look at inside of our resource library, we’ll then [incorporate content] into the automated programs.
We’re going to monitor and measure from there. I also plan to figure out our engagement metrics of our known population.
PAIGE: I’m wondering … because of the macro change happening from supply to demand, does that mean more communication, more precise engagement was needed to educate or inform people?
PAUL: Yes. What we’re saying is, “Hey, here’s a change in the industry that’s going on.” Spinnaker feels that we can enable companies to do transform. Companies need to be informed and educated and marketing automation allows us to share our views and thought leadership.
PAIGE: Paul, thanks for your time today. I really enjoyed our conversation, and learning how you’re using marketing automation to grow Spinnaker.
PAUL: You’re welcome, Paige, I enjoyed it too.