Company at a Crossroads
On the cusp of launching a new product, CEO Ray O’Donnell needed to quickly build, execute and measure a myriad of complex marketing campaigns – without sufficient resources in-house to do so.
Challenge
Finding a business partner, not a service provider
“Having worked with marketing technology platforms in the past, we knew we needed to have a Salesforce-integrated marketing automation platform in place to support our efforts and help us meet our sales goals,” O’Donnell said. “We did extensive due diligence, and Act-On stood out as the right partner.” With a product release just around the corner, and a host of immediate marketing needs, TotalRewards Software promptly reached out to Act-On for assistance. After discussing TotalRewards Software’s objectives and business requirements, Act-On Professional Services agency partner Access Marketing Company was selected to execute and manage activities for the company.
Solutions
As the first order of business, the companies collaboratively defined target audiences to identify the best prospects, and developed content-related strategies to convert more free users to paid subscribers.
“We started out having Access Marketing help us with understanding which levers to pull and content creation,” said Dan Tibbits, Senior Solutions Specialist at TotalRewards Software. “But they quickly evolved into a true marketing partner that showed us how we could get the most from our investment in the Act-On platform.”
Results
With primary focus on pipeline growth strategies, Access Marketing continues to demonstrate success with increases in website registrations, leads, trial conversions and social engagement. “If we hired someone internally to run marketing we’d likely get a generalist,” O’Donnell said.
“Act-On Professional Services has become an extension of our business—essentially our marketing department—because they bring a depth of expertise in pretty much every marketing discipline. The results have far outweighed the investment.”
Since the beginning of TotalRewards Software’s engagement with Act-On Professional Services, the company has recognized dramatic increases in visitor and email engagement. With a 30% increase in email open rates, a 390% surge in their LinkedIn following and a 10% spike in trial conversions, the company is acquiring better leads and developing stronger customer and prospect relationships as they solidify their position as a Human Resources industry thought leader.
