Powerful Solutions
NuGrowth Solutions, a leading provider of sales and marketing services “as a service,” uses Act-On Software as its exclusive marketing automation platform, not only internally but across all client accounts as well. Within the first six months of replacing its former marketing automation system with Act-On, NuGrowth saw explosive growth.
In tracking prospect engagement statistics, across NuGrowth and its affiliate, Strategic Insurance Software (SIS), NuGrowth was able to identify a combined 34 percent increase in open rates; a combined click-to-open ratio that more than doubled; and a combined increase in leads of 192 percent – nearly tripling the benchmark prior to Act-On.
Like others, we use a financial formula to measure how many new opportunities are generated as a result of marketing automation
Paul Fuller
President at NuGrowth Digital
Challenge
The standard email platform Insurance Agency Marketing Services (IAMS) was using to market webinar and newsletter programs to its core audience was yielding poor results. Low response rates consistently delivered a handful of webinar registrants at best. But without a full-featured marketing solution to address deficiencies and revamp under-performing creative, boosting results had proven to be a challenge for the company.
Brought in specifically to advance the company’s promotional efforts and accelerate funnel building, Director of Digital Media Matt Neal quickly realized that the current marketing technology was incapable of running the campaigns the company needed to impact recruitment, drive new prospects and achieve long-term revenue objectives.
NuGrowth was becoming increasingly dissatisfied with its former marketing system and compiled a list of “must-haves” for its new solution. Among them: integration with its Salesforce database, ease of use, robust reporting capability, drip marketing functionality, lead scoring, and real time visibility into prospect behavior.
On every requirement, Act-On delivered. Not only did Act-On provide the full toolkit of features and seamless integration NuGrowth was seeking, it offered the additional benefit of a low-cost pricing model. NuGrowth knew it had found its new partner in marketing automation.
Approach
Since the adoption of Act-On, NuGrowth has gained the ability to execute on enhanced segmentation to deliver results to its sales teams immediately. Additionally, it can automate followup to prospects interacting with its campaigns and track and compare results more effectively than it did prior to the Act-On implementation.
Kate points out that the company has learned that education based content drives more interactions than sales-based content. “We have been able to leverage this and drive more people to our websites,” she said. “That makes a positive brand impression, creating a warmer conversation environment for our sales reps and it helps us to score leads so that our reps can prioritize their outbound calling.”
Solutions
Since the adoption of Act-On, NuGrowth has gained the ability to execute on enhanced segmentation to deliver results to its sales teams immediately. Additionally, it can automate followup to prospects interacting with its campaigns and track and compare results more effectively than it did prior to the Act-On implementation.
Kate points out that the company has learned that education based content drives more interactions than sales-based content. “We have been able to leverage this and drive more people to our websites,” she said. “That makes a positive brand impression, creating a warmer conversation environment for our sales reps and it helps us to score leads so that our reps can prioritize their outbound calling.”
ROI for us means two things: Direct Return on Investment and Indirect Return on Impression. One is a financial formula and the other an insight measurement, but both are equally important to measurements for our business health.
Paul Fuller
President at NuGrowth Digital
Direct ROI measurements are a great indicator of financial health for us and our clients – impact on pipeline, pipeline velocity, return per campaign, and more. Looking at the indirect value of the Return on Impression is a great strategic indicator. It helps us understand the impact our content is making in market, the amount of intelligence we’re capturing in our CRM, and the overall engagement of our brand in market.
Paul Fuller
President at NuGrowth Digital
Results
Since the initial success, NuGrowth has branched out in the use of Act-On. The NuGrowth Digital division has been created, focusing solely on digital marketing – with marketing automation/CRM, content creation, and lead generation being the main areas of expertise. Act-On has helped NuGrowth Digital flourish, helping their clients increase overall Marketing Qualified Lead Generation by over 210% across the board.
According to Paul Fuller, President at NuGrowth Digital, the results keep coming as their marketing automation expertise expands. “We’ve continued to produce lead generating content and grow our use of Act-On, and have seen a continual uptick in results. Our direct ROI from digital efforts for our clients and internally has doubled over the past year, and the indirect Return on Impressions metric continues to evolve and show the impact that we are helping them make on the market.”
And what is NuGrowth planning for the future? According to Paul, Act-On continues to be an integral part of our business model. “Our partnership here has brought significant value to our client base in terms of leads, innovation, and revenue,” he said.
In addition to developing comprehensive strategy, content marketing, and full platform support for their clients, NuGrowth is also engaging with Act-On as a Professional Services Organization partner. “We provide content, strategy, marketing automation, and full workflow support to Act-On clients,” Paul said. “Act-On is a great partner with a strong culture, a toptier product, and a professional team. We’re looking forward to continuing to recommend the platform and team for years to come.”