Overview
This fast-growing company’s technology enables businesses and governments to fight fraud and cybercrime, to improve the customer experience and to help protect the more vulnerable people in our society.
GBG had the challenge of having more leads than they could effectively manage. This meant when prospects took any action, they were sent to sales, which gave GBG’s reps an inordinate amount of leads. And the company wasn’t scoring leads, so Sales had no way to prioritise them.
Act-On has helped us generate value across our entire business. It’s a great all-in-one marketing automation platform that’s cost-effective and easy to use.
Junaid Zahid
Marketing Insights Manager
Challenge
GBG had recently begun using Act-On through an Act-On partner, and assessed the platform would meet the company’s needs.
When Junaid saw how easy it was to implement and use, he decided to move it in-house and manage it himself.
His team began using Act-On’s lead scoring to measure how GBG’s prospects interacted with the company’s content and determine when they were ready to engage with a sales rep.
Solution
Soon GBG was using Act-On to track visitors to their website, implement email campaigns, and seamlessly sync the data with Microsoft Dynamics CRM.
This integration gave GBG a detailed account of their buyer activity and a closed-loop view of how prospects were moving through the sales funnel and becoming customers.
Act-On’s powerful but intuitive dashboard aggregates the data and gives Junaid’s team the ability to generate the campaign reports they need to evaluate their marketing efforts. Consolidating this intelligence has helped the team be more effective, and streamlining these processes has made them more efficient.
The GBG marketing team puts all prospects who download content into an Act-On nurture program, which has delivered a monthly average of 170 MQLs. It’s also strengthened the collaboration between marketing and sales.
Marketing is now on the path towards a deep understanding of where their prospects are in the buying process, and sales know that the leads marketing provides are hot and ready to convert. Sales no longer wastes time wading through a mountain of leads and trying to engage ones that aren’t ready to be contacted.
Junaid said. “Scoring how they interact with it helps us identify what prospects care about and when they are ready to engage with us in person.”
Act-On was the obvious choice to solve our lead scoring and reporting issues. It’s given us the tools we need to have more personal and relevant exchanges with our audience.
Junaid Zahid
Marketing Insights Manager
Highlights
- 9.3% marketing conversion rate
- 14% increase in open rates
- 8% increase in click-through rates
Act-On allows us to deliver a monthly newsletter with relevant content that keeps us top-of-mind with prospects
Junaid Zahid
Marketing Insights Manager
Results
Using Act-On to identify and remove contacts that weren’t engaging with GBG’s content significantly enhanced email performance. Open rates rose from 8-10% to 22% and click-through rates from 4-6% to 12.76%. Junaid’s team uses Act-On’s reports to better understand their audience and create more effective buyer journeys. The reports are easy to access and digest, which makes everyone more efficient and productive.
“Act-On was the obvious choice to solve our lead scoring and reporting issues. It’s given us the tools we need to have more personal and relevant exchanges with our audience,” Junaid said. Since using the Act-On platform, GBC marketing has delivered £1.3m of marketing revenue, with a conversion rate of 9.3%. And Junaid couldn’t be happier.