Zyme Solutions Doubles Sales Conversions With Marketing Automation
Zyme Solutions is a global leader in channel data management (CDM), providing cloud-based solutions that collect real-time channel intelligence and distill trustworthy data to better optimize incentives, inventory, revenue recognition, and compliance management. Zyme’s platform can receive data in around 100 different formats, and in nearly 20 languages. The company provides data steward services, powerful analytics, and business intelligence, and works with a worldwide channel directory of more than 900,000 partners to help companies ensure database quality. The company is headquartered in the US, and has a substantial presence in North America plus the EMEA and APAC regions.
Zyme’s customer base is concentrated in enterprise technology sectors such as consumer electronics, enterprise networking, and semiconductors, and includes global leaders such as Dell, Fujitsu, Symantec, and Seagate. Given that Zyme’s solutions have organization wide impact, the company’s challenge was how to reach and educate the many different decision makers in sales, marketing, channel operations, supply chain, and business intelligence. And of course, all of these roles have different perspectives and problems, requiring unique messaging and offers.
Zyme started looking into solutions that could leverage automated technology globally to nurture prospects who were early in the sales cycle, freeing the sales team to concentrate on prospects who were closer to being sales-ready.
During this process, Zyme tried several email marketing and marketing automation solutions, with disappointing results. Zyme’s wish list for a solution included end-to-end visibility into campaign management, list management, comprehensive metrics, the ability to nurture and score leads, and the ability to manage multi-channel inbound marketing including social media and search engine optimization. Most systems they looked at had limitations in the solution or imposed gaps in the process, but Act-On proved to be the platform that met all their needs.
"With the Act-On platform, we are now able to do extremely personalized campaigns that target specific areas in specific industries, and we are starting to see a big difference here. We now can use the real time reporting, dashboards, and metrics to deliver the right content to the right target.”
Senior Manager of Marketing Support, Zyme
Visibility Into Email Programs
“We were generating leads and sending off emails, but we had limited visibility after the send. Now with Act-On we can track the opens, the clicks, and all the behavior afterwards. This robust feature was not in the other solutions we tried,” said Rishi Shankar, Senior Manager of Marketing Support for Zyme.
The marketing team found they could build, test and deploy emails faster. They implemented A/B testing to determine the most effective email elements, and tested to see if content was mobile friendly. Act-On also provided Zyme with tools to increase deliverability, and bounce rates have gone down significantly – by 40%.
Once the Act-On platform was in place, Zyme put a nurturing program together and deployed it. In the first three months of 2014, the company was able to send close to 50,000 customized emails out to their base of prospects – about three times the number they did in all of 2013.
"If I had to summarize the other benefits we have realized from using a marketing automation platform it would be three things: One, we have increased both the quantity and quality of our communication; Two, we now have real-time metrics that so we can dial up or dial down what is performing; Three, we can track our prospects’ behavior. We - simply – can do a lot more.”
Tripling Open Rates And Doubling Conversion Rates
With tens of thousands of leads in their system, Zyme’s sales team was able to concentrate on the top 5%, with the remainder of the leads going into automated programs. When these leads went through a nurturing program before reaching the sales representatives, their conversion rates more than doubled, from an average of 2–3% to a 6% close rate.
Because Act-On’s platform allows Zyme to segment its audience by behavior, industry, and role, and to automate and personalize content, Zyme has been able to deliver content that’s targeted and tailored to specific interests. The results: email open rates have tripled over the rates they saw using another platform.
“With the Act-On platform, we are now able to do extremely personalized campaigns that target specific areas in specific industries, and we are starting to see a big difference here,” said Rishi. “We now can use the real time reporting, dashboards, and metrics to deliver the right content to the right target.”
Doubling Conversion Rates
Outbound activities have always been a big part of Zyme’s lead generation program, and they run many large email campaigns, webinars, and live events. Their inbound program included search engine optimization and payper-click advertising. However, without a comprehensive platform, Zyme didn’t know which channels were converting.
Now, with Act-On in place, they can see which channels perform the best and bring in the most qualified leads. With the real-time metrics, Zyme can see which content engages people most, such as videos and infographics, and use the data to score leads. They can also see what types of content, such as third-party industry reports and case studies, indicate that a prospect is far enough down the buying cycle and ready for a sales call.
Bolstering Sales Intelligence
Zyme has integrated Act-On with their CRM system, which gives the sales reps the metrics and lead intelligence Act-On generates. The marketing automation platform gives Zyme the ability to track a prospect’s engagement with its web site, including when people click to a landing page from an email. This data helps the sales teams make more effective sales calls. “We can track and identify what a prospect is doing on our site, at any given time,” said Rishi.
“If I had to summarize the other benefits we have realized from using a marketing automation platform it would be three things. One, we have increased both the quantity and quality of our communications; two, we now have real-time metrics that so we can dial up or dial down what is performing; and three, we can track our prospects’ behavior. We – simply – can do a lot more,” concluded Rishi.