CRM - March 2008 - (Page 45)

Governing Better Marketing Varonis excels beyond Excel and into marketing automation V aronis, a provider of data- to mere minutes, Yale says, adding that governance software, un- MarketBright helped to facilitate five times derstands the burden of more leads and actually quadrupled concompanies trying to balance version rates. The set-up, she adds, now altwo approaches when it comes to data: the lows full visibility into the marketing urge to be a packrat with it, and the desire system to see what leads have come in, to organize it so that it’s actually useful. But what progress the sales team was making following a surge in customers—more on them, and whether or not they conthan doubling the number of clients verted. Given the benefits of automated efwithin the last year—the company expe- ficiency,Varonis was able to save the cost of at least one full-time employee. rienced its own data problems. Having granular insight into Leads from any marketing MarketBright the lead lifecycle also allows Vaactivity were being entered into helped to facilitate ronis to track and modify cama master Excel spreadsheet. paigns in real time. “I’m in the Each lead was then manually five times more system probably every hour just sent to sales through email, and leads and actually looking at it,”Yale says. The conupon receipt would be loaded stant monitoring of her caminto Salesforce.com—a process quadrupled paigns’ performance allows her which, according to Wendy Yale, conversion rates. to keep marketing activities upVaronis’ director of marketing and communications, lagged for days. dated and relevant. Moreover, she can run With so many new accounts to capture, multiple versions of a single campaign to Varonis knew it was time to shove the Excel perform a test in real time. Tweaking differdatabase in the attic and open its doors to ent components—such as subject headings, a better solution. During the initial shop- content, or images—she’s able to see which ping period, New York–based Varonis put campaigns are most successful, which ones four solutions to the test, but found that to keep, and what should be pulled.“[This] only marketing-automation solution is something we absolutely weren’t able to provider MarketBright offered the compre- do before,” Yale says. The effectiveness of a hensive features to fit its specific needs campaign was only evaluated manually and after the fact—a slower process that forced without increasing marketing spend. After setting up MarketBright and inte- Varonis to be reactive instead of proactive. MarketBright also helps Varonis handle grating it with Salesforce.com, the marketing-to-sales process was reduced from days its partner campaigns. Partners have access to what Varonis refers to as The Portal, which provides them with marketing and technical information directly, says Raphael Reich, senior product marketing manager at Varonis. Before, comarketing digital campaigns were sent via email, results were tracked and monitored through spreadsheets, and leads were manually loaded into Salesforce.com. By streamlining sales and marketing processes with its partners,Varonis has been able to increase sixfold the number of campaigns it could run, Yale says. And when partners register any potential deals they’re working on, MarketBright helps Varonis gain visibility into—and capture all the information from—that partner’s deal pipeline. Yale also appreciates the time she saves not thinking about the how behind creating a campaign, time better spent on the creativity behind the what of her campaigns. MarketBright allows users to store various templates, which simplifies the basic mechanics of creating a campaign. Now, campaigns that once took anywhere from two to seven days to put together are up and running within two hours. Templates also help partners build cobranded marketing campaigns ondemand, explains Erik Bower, founder and president of MarketBright, and The Portal helps partners track the progress of their campaigns. Essentially, Bower says, it’s as if “you’re giving them a mini marketing system.” Varonis was also able to extend the reach of its offline marketing activities by five- or sixfold. Leads generated from Google AdWords, live events, Webinars, white paper downloads, and surveys are all captured by MarketBright and immediately acted upon, coverage that was once impossible to scale. “Whatever marketing channel there is,” Yale says, “we’re there.” —Jessica Tsai the payoff BY DEPLOYING MARKETBRIGHT’S MARKETING AUTOMATION AND INTEGRATING IT WITH SALESFORCE.COM, VARONIS WAS ABLE TO: $ handle five times more leads; increase marketing activities sixfold; quadruple the number of conversions; reduce the marketing-to-sales leadhandoff period from days to minutes; and reduce campaign-building from days to hours. www.destinationCRM.com CUSTOMER RELATIONSHIP MANAGEMENT | MARCH 2008 45 http://Salesforce.com http://Salesforce.com?a http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - March 2008

CRM - March 2008 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point Re-shoring Contact Centers NetSuite’s Sweet Ride Takes Another Turn SaaS X.0? destinationCRM Dashboard Retailers Dream Big Detroit: Driven to Distraction Required Reading The Markets Within the Masses In Search of... Selling CRM to Your Sales Force Quixtar’s Quick Fix Travelocity’s New Traveling Companion Chasing Down First-Call Resolution Governing Better Marketing Secret of My Success Re: Tooling Connect Pint of View

CRM - March 2008

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