Data-driven marketing helps Hortonworks scale inbound lead flow to support a growing sales organization.

[mk_page_section bg_image="http://reachforce.wpengine.com/wp-content/uploads/2017/10/hortonworkds.jpg" bg_stretch="true" enable_3d="true" bg_gradient="left_top" video_color_mask="#82bc00" gr_end="#5b6670" full_width="true" padding_top="120" padding_bottom="90" skip_arrow="true" sidebar="sidebar-1"][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_row_inner][vc_column_inner width="1/3"][/vc_column_inner][vc_column_inner width="1/3"][mk_image src="http://reachforce.wpengine.com/wp-content/uploads/2017/10/hortonworks-white2.png" image_size="full"][/vc_column_inner][vc_column_inner width="1/3"][/vc_column_inner][/vc_row_inner][mk_fancy_title margin_bottom="0" font_family="none" align="center"]

Getting to the Landing Page is Only Half the Battle

[/mk_fancy_title][mk_fancy_title color="#ffffff" size="20" font_weight="400" font_family="Roboto" font_type="google" align="center"]How ReachForce Helped HortonWorks Increase Form Conversion Rates[/mk_fancy_title][/vc_column][vc_column width="1/6"][/vc_column][/mk_page_section][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_padding_divider size="50"][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_fancy_title size="24" font_weight="600" txt_transform="uppercase" margin_bottom="0" font_family="none"]

Our Client

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Hortonworks increases market share in a fast-growing, competitive market by starting at the top of the funnel, personalizing the web experience, and using firmographic data to simplify conversion.

[/vc_column_text][vc_column_text css=".vc_custom_1508150324750{margin-bottom: 0px !important;}"]Leah Grosky, Senior Manager of Digital Marketing at Hortonworks, fully understands the value of data in creating compelling customer experiences. Hortonworks is a major player in the ApacheTM Hadoop® big data market, and its solutions enable organizations to analyze massive amounts of data to better understand customers and address customer needs. When Hortonworks’ sales team more than doubled in a single year, Leah needed to ramp up lead generation activities.

The combination of Marketo and ReachForce helped make that happen, by leveraging prospect-speci c data to increase engagement on the website, compel more of the right prospects to complete contact forms, and increase conversion by asking prospects for less information.[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_padding_divider][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_fancy_title size="24" font_weight="600" txt_transform="uppercase" margin_bottom="0" font_family="none"]

Objectives

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  • Mature the inbound marketing strategy to create more relevant, simplified experiences for target personas
  • Capture robust prospect data to route and respond to leads faster
  • Scale the demand generation engine to keep pace with rapid sales team growth

[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_padding_divider][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row css=".vc_custom_1519708017768{background-color: #fbfbfd !important;}"][vc_column][mk_padding_divider][/vc_column][/vc_row][vc_row css=".vc_custom_1519708026293{background-color: #fbfbfd !important;}"][vc_column][mk_testimonials text_color="#1e333f" font_size="25" font_weight="400" testimonials="9817"][/vc_column][/vc_row][vc_row css=".vc_custom_1519708035032{background-color: #fbfbfd !important;}"][vc_column][mk_padding_divider][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_padding_divider][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_fancy_title size="24" font_weight="600" txt_transform="uppercase" margin_bottom="0" font_family="none"]

Increasing marketing-influenced revenue

[/mk_fancy_title][vc_column_text css=".vc_custom_1508150556582{margin-bottom: 0px !important;}"]When Hortonworks was founded in 2011, there were already several established players in the ApacheTM Hadoop® space. An aggressive marketing strategy helped the company gain ground quickly, and Hortonworks has become the leading contributor to and provider of Apache Hadoop for the enterprise. Close alignment between the marketing and sales teams has helped drive success, but an increase in the sales force last year put intense pressure on marketing to increase the volume of qualified leads.
[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_blockquote style="line-style" font_family="none"]"Marketo Real-Time Personalization and ReachForce SmartForms are enabling us to quickly scale the demand generation engine. SmartForms helps by capturing valuable data we need about our site visitors by appending up to 100 different data points, including address, industry, and revenue. Because of this data, our lead routing accuracy improved 43%, so sales people no longer have to go into the queue and figure out which leads belong to them. And Real-Time Personalization is delivering relevant, individualized content. The combination of data and targeting has matured our inbound strategy and enhanced digital lead flow.”[/mk_blockquote][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_padding_divider][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_row_inner][vc_column_inner width="1/3"][mk_milestone align="center" stop="313" speed="800" suffix="%" text="Average increase in visit duration" text_color="#62ba39" font_family="Roboto" font_type="google" font_weight="600" desc_size="20"][/vc_column_inner][vc_column_inner width="1/3"][mk_milestone align="center" stop="47" speed="800" suffix="%" text="Top campaign conversion rate" text_color="#62ba39" font_family="Roboto" font_type="google" font_weight="600" desc_size="20"][/vc_column_inner][vc_column_inner width="1/3"][mk_milestone align="center" stop="43" speed="800" suffix="%" text="Increase in lead routing accuracy" text_color="#62ba39" font_family="Roboto" font_type="google" font_weight="600" desc_size="20"][/vc_column_inner][/vc_row_inner][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_fancy_title size="24" font_weight="600" txt_transform="uppercase" margin_bottom="0" font_family="none"]

Identifying the persona in the prospect

[/mk_fancy_title][vc_column_text]Hortonworks was one of the first Marketo customers to identify distinct personas within target companies. Marketing uses Real-Time Personalization to capture and understand behavioral data and design content messaging and offers around what captures the attention of each persona. One behavioral campaign targeting website visitors based on their interest in on-demand tutorials achieved a 47% conversion rate.

Tailoring the website with Real-Time Personalization is delivering significantly higher engagement, with average visit duration rising 313% and average pages per visit increasing 163%. SmartForms, with its ability to prepopulate forms with known prospect data, speeds forms fill-in, which has helped to drive conversion. In fact, by having SmartForms in place, Hortonworks has seen landing page conversions increase by 8%.[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_blockquote style="line-style" font_family="none"]"By combining Marketo and ReachForce, we’re able to capture prospects’ attention when they come to the site, engage them with personalized content, and convert more of them with easy-to-complete forms. The result is more data about prospects and customers, faster, more accurate lead routing, and the ability to segment and nurture prospects with the right content, which means we can scale our ability to bring in leads for our growing sales team.”[/mk_blockquote][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider size="20"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_custom_box bg_color="#f4f4f4" background_hov_color_style="image" bg_hov_color="#fbfbfd"][mk_icon_box2 icon_size="32" icon="mk-moon-file-download" icon_color="#83ba23" title="Download Case Study" title_size="26" title_weight="bold" title_color="#83ba23" title_top_padding="0" title_bottom_padding="0" read_more_url="/wp-content/uploads/2017/10/mktg-9812_hortonworks_case-study_updated-partner-1.pdf"][/mk_icon_box2][/mk_custom_box][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider size="20"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][mk_divider style="thin_solid" thin_single_color="#f7f7f7" thickness="2"][vc_column_text css=".vc_custom_1508151262890{margin-bottom: 0px !important;}"]ReachForce helps thought-leading marketers increase their revenue contribution by solving their toughest data quality, data completeness and data integration problems. By nally enabling the underserved B2B marketer to own all of their data, we transform them into heroes, help them create a dramatic impact on revenue, and ultimately command a more strategic role in their organizations.[/vc_column_text][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column][mk_padding_divider size="60"][/vc_column][/vc_row]

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