CRM - October 2008 - (Page SF10)

10 October 2008 Sponsored Content integrated lead-to-sale reporting. Silverpop Vtrenz offers marketers complete visibility into all the metrics needed to judge campaign performance, including true financial metrics to assist in planning more effective marketing strategies. If you haven’t implemented an automated lead management program, now is the time. A study issued by analyst firm Gartner in November 2006 found that marketing automation is one of the fastest-growing CRM investment areas—a trend it expects to continue through 2011. Gartner estimates companies that implement lead management solutions such as those offered by Silverpop Vtrenz and others will see as much as a 50-percent increase in lead conversion rates. A strong lead scoring model helps close the gap between marketing and sales. The sales team enjoys a flow of better-qualified leads and marketing is able to monitor the results of its programs and track its successes. In short, with a strong lead-scoring system in place, both sales and marketing will be hot, hot, hot. Read the full Silverpop Vtrenz Lead Scoring white paper: ‘When Hot’s Not: Lead Scoring for Better Results’ by downloading it at www.vtrenz.com/leadscoring and ability to scale for future growth, the EDGAR Online team made its decision to implement the solution to enhance its marketing needs. The team began using Vtrenz to expand their current initiatives of promoting white papers, offering newsletters and providing trial offers of EDGAR Online solutions and maintaining communication with their existing client base. Because the number and quality of leads increased, the marketing team implemented Vtrenz lead scoring and routing processes, defining criteria to better identify highly qualified leads. Prospects who meet the criteria are automatically routed to the appropriate sales division. For unqualified leads, the marketing team leverages Vtrenz lead nurturing capabilities. The team is now able to effectively nurture these leads until they are ready to buy. The Results: The Challenge: Ciena faced several challenges related to marketing including delayed lead follow-up, generic communications, costly outsourcing and difficulty in showing campaign results. With nearly 2,500 new contacts generated each quarter, Ciena’s marketing team lacked the proper tools to efficiently process incoming prospects. In fact, importing the prospects alone consumed nearly 12-15 hours per week, leaving Ciena’s marketing managers with little or no time to actually qualify the leads. New prospects were often buried in the database for months awaiting cultivation. The Solution: EDGAR ONLINE QUADRUPLES INCOMING LEADS AND DRIVES SALES WITH SILVERPOP’S VTRENZ SOLUTION The Company: EDGAR Online, Inc. (Nasdaq: EDGR) is a leading provider of interactive business and financial data on global companies to financial, corporate and advisory professionals. The Challenge: Since implementing Vtrenz, EDGAR Online has significantly expanded its lead generation efforts and has tracked a 400 percent increase in leads. “Our sales department is extremely happy with Vtrenz since they now receive only highly qualified leads in a timely manner,” said Bill Shaughnessy, director of online marketing for Edgar Online. In fact, after implementing lead scoring and routing, EDGAR Online is able to identify five times more qualified leads each month than it did before working with Vtrenz. The quality of those leads has resulted in a close rate more than double the industry average. Ciena implemented Vtrenz and within the first six months, was able to use rules-based marketing to automate lead generation and automate follow-up communications so new contacts and potential leads receive timely and relevant communications. Each communication is now tailored to the specific need of the prospect based on each person’s preferences and behaviors. In addition, marketing managers now spend their time creating automated cultivation tracks rather than one-off email blasts. The Results: The marketing team at EDGAR Online needed to increase its number of incoming leads and take a more proactive approach to improve the quality of leads. The Solution: AUTOMATING DEMAND GENERATION: CIENA REALIZES THE POWER OF SILVERPOP’S VTRENZ SOLUTION The Company: Impressed with Vtrenz’s ease of use, robust lead nurturing and lead generation functions Ciena is a leading provider of communications systems, software and services, and aims to solve network challenges for cable, telecom, enterprise and government organizations across the globe. Based on business rules, key prospects are filtered out and automatically routed to telesales for further qualification. Said Tom Berger, Director of Web Marketing, “Using automation allows us to nurture all of our leads while bringing key prospects to the surface.” Ciena initially planned to use Vtrenz only for email marketing efforts while using an outsourced contact database, but after further review, the company realized Vtrenz’s central database would meet its needs and reduce complexities. By eliminating the outsourced database, Ciena has saved more than $10,000 in maintenance costs per month. Listen to Ciena talk about their success with Silverpop Vtrenz by visiting www.vtrenz.com/cienasuccess http://www.vtrenz.com/cienasuccess http://www.vtrenz.com/leadscoring http://www.vtrenz.com/cienasuccess

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

CRM - October 2008 Contents Front Office Feedback Reality�Check Customer Centricity The Tipping Point Sprinting Toward Disaster? SAP�Retains Market-Share Lead in�CRM A�Week of Strong Customer�Service CRM�on Twitter Build a Good Event and They Will Come Required Reading There's No Place Like Home The New Breed of CRM�Consultant The Price is Right...You Hope How Much Marketing is Too�Much? The�Sweet Smell of High-Quality�Service The Next Act! For An Acquisition Some Stories Never Get Old CRM�Eases the Pressure For WIKA�Instruments Secret of My Success Re:Tooling Scouting Report Pint of View

CRM - October 2008

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