Reed Barrett, Marketing Manager at DrillingInfo, discusses DrillingInfo's implementation of the Act-On marketing automation platform. Some key points: 1) Prior to Act-On, DrillingInfo struggled with list management, email programs, and event integration. Act-On provided an easy implementation that yielded immediate results. 2) DrillingInfo uses Act-On for lead generation, database management, forms/landing pages, and WebEx integration. This has increased open rates, sales, and allowed DrillingInfo to measure marketing contribution. 3) Reed emphasizes that Act-On is user-friendly, integrates with Salesforce, and provides dedicated support - helping DrillingInfo send better emails

1. DrillingInfo: Striking Oil with
Marketing Success
Reed Barrett
Marketing Manager,
Drilling Info
David Appelbaum
CMO,
Act-On Software

2. Act-On Integrated Marketing
Platform
• Demystifying Marketing Automation by Design
− Built for the Fortune 5,000,000
− Focus on Usability, Simplicity, and Manageability
− Start simple, automate at your own pace
− World-class e-mail marketing core & deliverability
− Integrated web analytics, forms, landing pages, drip
programs, lead scoring, CRM integration, …
• Disruptive pricing & license terms

3. Introducing: Reed Barrett
• Marketing Manager:
- 4.5 years at DrillingInfo
- BBA from Ole’ Miss
• Responsible for all lead gen activities:
- Generation/Lead Flow management
- Lead Follow-up
- Salesforce.com integration
- Salesforce.com administration
- Act-On administration
• Inside sales management:
- Small Corp Account management
• Evaluation criteria:
- Lead’s generated
- Lead’s converted
- Dollars generated on a monthly basis.
- Campaign metric/measurement

4. About DrillingInfo
• Business process software and information services for
the Oil and Gas Industry
• Acquire and integrate critical data sets related to oil and
gas assets:
− Ownership
− Permitting
− Production
− Wellbore
− Geology
• Information is incorporated into proprietary, subscription-
based analytical tools
• Provides powerful, easy-to-use search application for up-
to-date land and leasing, well, and regulatory data
• Headquartered in Austin, Texas
− Operations in the United Kingdom, Romania, Singapore and Mexico.
− It has made the Inc. 5000 list of the fastest- growing companies in the
U.S. for the last two years.

5. Prior to Act-On, what were the
biggest challenges you
had to deal with?

6. DrillingInfo: Key Challenges
• Sales didn’t use any email programs
• Managing marketing database was critical
• Overall list management was key problem
− Database needed condensing and cleansing to
making it usable
− Lists were imported without policy
• WebEx integration requirement
− Significant use of WebEx for outbound
communication
− Requirement for webinar attendees to be
subject to lead scoring

7. Did you evaluate other
Marketing/Email
automation systems?

8. DrillingInfo Selection Process
• DrillingInfo evaluated various
email/marketing automation systems
prior to selecting Act-On

9. What were the criteria used
in that evaluation?

10. DrillingInfo Selection Criteria
• Replace on-site attendance tracking
and registration solution for
tradeshows
• Require event data integration into
main marketing database
• Serve as a replacement for a home
grown email system based on Outlook

11. When you decided on Act-On,
how long did it take to
implement and how quickly
did you see results?

12. DrillingInfo Implementation
• Initial Act-On implementation took
just a couple of days
• Results were almost immediate
• Able to implement event registration
and marketing list management

13. How much assistance did
you need from IT?

14. DrillingInfo Implementation
• Less than 30 minutes of IT support
required
• Dedicated Act-On Support Manager
was primary implementer

15. Since you’ve adopted Act-On,
what is your lead gen strategy
and how has Act-On
influenced it?

16. DrillingInfo Benefits
• Critical to implementation was
Salesforce.com integration
• Required to capture data from 14 different
touch points on web based on interactive
forms, landing pages and behavioral
scoring -- and feed it into Salesforce.com
• Act-On gives greater visibility into overall
campaign status; tracks all activities and
enables analysis

17. What are your email
requirements and how
has Act-On changed your
email campaigns?

18. DrillingInfo Benefits
• More introspective on the campaigns
− Took every email sent and measured
performance
− Shorter subject lines get higher open rates
− Have real data to measure the results for fine
tuning the campaign.
• Gives ability to take calculated risks in the
kinds of campaigns you run

19. How important is database
management and how is
Act-On’s database
management helping you?

20. DrillingInfo Benefits
• Can’t measure a bad database
• De-dupe capability is key
• Segmenting is also key – use a scalpel for
precision or broader brush for general
marketing
• Signup lists for responses and then send
to Salesforce.com for immediate follow-up
• Import feature, automated append, all
extremely simple but critical for creating a
useful and functional database

21. How are you using
forms/landing pages?

22. DrillingInfo Benefits
• Key part of the strategy, providing 14
touch-points for lead capture with multiple
calls to actions
• Ability to refine forms quickly
• Take analysis and make changes on the
fly without having to go to IT for redoing
the forms

23. How is WebEx integration
being used?

24. DrillingInfo Benefits
• Using Webex for marketing webinars –
one offs for lead gen
• Training group runs webinars on daily
basis
− Have a weekly schedule they formulate at the
beginning of each week
− We build a landing page in Act-On and then
presents it as a schedule for registration
• All the sign-up data goes to Salesforce –
and this way ties back to dollars

25. What results have you seen
since bringing in Act-On?

26. DrillingInfo Benefits
Main benefit:
More targeted messages and sending
better emails with higher open-rates
• New campaign increased sales by 3x
• Ability to measure everything
• Overall increased open rates
• Act-On with Salesforce – able to get quantifiable
validation of marketing contribution

27. How important has the
ease-of-use factor
been for you?

28. DrillingInfo Benefits
• Act-On is very user friendly
• UI’s nice and clean
• Easy to make web pages, and not write
code
• Email scheduling can be done in a single
afternoon
• Gives everybody the opportunity to use it
and improve transparency

29. What advice do you have for
other marketing professionals
evaluating automated-
marketing systems?

30. DrillingInfo Benefits
• Find something that integrates with CRM
• Make sure that you’ll be able to measure
your efforts to the dollar without having to
do a lot of leg work – Integration
• Dedicated free support rep
• In short: Use Act-On

31. Act-On Integrated Marketing Platform
• Demystifying Marketing Automation by
Design
− Focus on Usability, Simplicity, and Manageability
− Start simple, automate at your own pace
− Built for the Fortune 5,000,000
− Integrated Marketing Platform
− World-class e-mail marketing core and
deliverability
− Integrated web analytics, forms, landing pages,
drip programs, lead scoring, CRM integration, …
• Disruptive pricing & license terms

32. Over 250 Customers
Validation

33. Complete Online
Marketing Toolset

34. Act-On Demo
Greg Wright,
Product Specialist

35. It’s Easy to Get Started!
• ‘Out-of-the-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

36. 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: sales@act-on.com