First Insight: Focus on Marketing Excellence Donna Lehmann David AppelbaumDirector, Marketing Communications Chief Marketing Officer First Insight Corporation Act-On Software
About Act-On• Fastest growing marketing SaaS solution on the market• Easy to use and powerful Integrated Marketing Platform• Over 350 customers, companies of all sizes/sectors• Headquarters in Portland, OR; Sales and Customer Success Team in Sacramento, CA
Introducing: Donna Lehmann• Director, Marketing Communications – 9 years at First Insight• Responsible for: – Direct Marketing – Business Development – Organizational Communications• Evaluation Criteria: – Quality of Leads Generated – Quality of Communications – Quantity of Leads – Website Activity
About First Insight Corporation• Eye care professional solutions and services to enhance quality of patient care• Helps practices: – Create a flexible, comprehensive paperless office – Improves office efficiency and staff productivity – Reduce operating costs; increase revenue• Headquarted in Hillsboro, OR – Customers throughout North America – Over 100 employees
Prior to Act-On, what were your biggest challenges?
First Insight: Key Challenges• Campaign Visibility − Tracking website visitor data − Tracking email activity/open rates − Email bounce rate was too high• Marketing Asset Design and Development − Difficult to customize web forms − Difficult generating useful reports − Creating attractive html emails easily − Creating templates for sales teams
Did you evaluate otherMarketing/Email automation systems?
First Insight Selection Process• Reviewed and tested several other solutions• Based comparisons on 7 years of prior experience with competitive system• Found Act-On best met their needs
First Insight Selection Criteria• Quality of customer testimonials• Quality of sales demonstration• Follow-through on communications with Act-On prior to signing agreement• Price also key factor in decision
When you decided on Act-On, howlong did it take to implement? How quickly did you see results?
First Insight Implementation• Took only a few weeks to get everything implemented; during this time: – Created all new web forms and links to website – Imported email database from existing marketing automation vendor with help from Act-On staff – Created multiple personalized templates and forms for outbound programs and sales team – Uploaded 50+ documents to document library – Added multiple images to image library for easy inclusion in emails
First Insight Initial Results• From first email sent – productive! – Now can create and send fast-track emails to targeted list of prospects/current customers – Easily prepare emails, e-newsletters, landing pages, forms and other e-communications without having to know complex HTML
First Insight Implementation• Zero IT support needed• Contracted with Act-On to help build basic templates, forms to get started• Act-On extremely helpful with exporting data from old marketing automation provider
What are your email requirementsand how has Act-On changed your email campaigns?
First Insight Email Campaigns• Can now create more professional looking emails with links, forms, graphics, etc.• Easily imports html emails received from partners and emails on their behalf• Sales team loves ability to use pre-defined templates accessible within CRM tool (Salesforce.com)• Sales can easily track web activity for leads without leaving Salesforce.com
How important is database management and how isAct-On’s database management helping you?
First Insight Database Management• Database management extremely important• Act-On database very easy to manage, clean up and export data• Very easy to create new lists or segments of those master lists
First Insight Forms/Landing Pages• All First Insight forms on corporate website linked to an Act-on form• Forms, once completed, sent to list of designated people• Data transfers into a SalesForce record• System set up so person completing the form receives automatic reply
How are you managing Website Visitor Tracking?
First Insight Website Visitors• Sales team loves feature - able to look at lead activity; see what pages have peaked their interest• Enables sales rep to focus on specific areas without even having to ask the potential customer• Website activity helps determine which web pages are being viewed most often
What results have you seen since bringing in Act-On?
First Insight Results• 50% increase in inside sales; 100% increase in response rates for inside sales campaigns• First Act-On inside sales campaign outperformed 9 years of previous campaigns• Better read/return rate on sales communications• Reduction of project cycle from 4-6 days, down to just hours to create/send an email
First Insight: Ease-of-Use• Ease-of-use extremely important• Act-On level of service and training far better than any vendor worked with prior• Kudos to Act-On personnel for being highly professional, friendly, knowledgeable and there when needed
First Insight Act-On Thoughts• Has changed way First Insight does business• Rely on Act-On service every day to keep up with competitive industry• Delivers ROI each month• Has improved production significantly• Would be lost without Act-On• Highly recommend Act-On to every company, small, medium or large
About Act-OnWorld-Class E-mail Complete Set of Tools Approach & TermsMarketing Core & on One Platform that WorkDeliverability • Web Analytics, Forms, • Start Simple, Automate at Landing Pages, Drip, Own Pace Scoring, CRM Integration, • Affordable Pricing; Social Media, Reporting & Month-to-Month More.. Contracts • Focus on Usability, • Live Customer Support – Simplicity & Manageability At No Additional Costs
About Act-OnThe Act-On Integrated Marketing Platform• Helping Marketers master the ‘Art and Science’ of Marketing• Fully integrated platform ties together all inbound and outbound marketing channels – Highly intuitive graphical design tools – Automatically collects and analyzes program performance – Easy results reporting• No IT or 3rd Party Support required• One click integration with leading web conferencing and CRM systems• Easy entry – affordable pricing model starting at $500/month with no long term commitment
Complete Online Marketing Toolset Harold Berenguer, Act-On Product Specialist
Easy to Get Started!• ‘Out-of-box’ complete integrated tool set• Affordable pricing starting at just $500/month• No long contract terms – month-to-month• Ability to launch within hours• Can start simple, automate at own pace• For organizations of all sizes
Ready to Learn More? Within 24 hours:You will receive an email where you can request a demo recording, product info, pricing and more… Can’t Wait? Call our sales hotline at: 1 (877) 530.1555 Or email us at: email@example.com
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