Bronto Software Sees Spike In Conversions; Doubles Qualified Opps
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- Published in DemandGen Reports
Sorting through a high volume of leads to determine which are valuable and /or sales ready is a common problem among many BtoB marketers. Bronto Software found itself inadvertently passing over important opportunities as it was difficult for the marketing team to sort through the clutter of leads being passed into their Salesforce.com CRM system.
Offering small business to enterprise-level email marketing solutions designed to grow, retain, and reinforce customer relationships . Durham, NC-based Bronto Software Bronto assists clients such as Gather, Shopatron, and Trek with actionable analytics designed to help them become better email marketers.
In addition to the company’s need to sort through leads, Bronto already had multiple marketing programs in place for campaign strategies, such as email marketing and online conversion pathing, and needed a solution that could integrate seamlessly with their current processes and applications.
Scoring and Prioritizing
To further qualify leads, Bronto enlisted Pardot’s Prospect Insight to assess and evaluate each lead the marketing department generated. Prospect Insight’s scoring and grading functions helped ensure that only sales-ready prospects make it to Bronto’s lead qualification team. Once a qualified opportunity was determined, they were then processed as qualified opportunities and entered into pipeline for the sales team.. Prospect Insight was integrated with Bronto’s current marketing offerings, allowing the flexibility to continue using other systems while still collecting valuable prospect data points.
Sorting leads in Prospect Insight has lead to record-high conversion rates for Bronto. Post-interaction surveys through email automation rules have helped find sales ready leads that may have otherwise gone undetected. Through Project Insight Bronto has seen:
Qualified opportunities increased from an average of 7% to 14%;
Reduction in duplication in the CRM system;
About half of incoming leads are qualified as “sales ready” and passed off to Salesforce.com.
"The team at Prospect Insight has been extremely responsive when it comes to customer service and addressing our needs as Bronto's business has evolved,” says Sally Lowery, online marketing manager at Bronto. “Their willingness to integrate with our current solutions and grow the application with the customer in mind speaks volumes."