The digital marketing company, Webtrends, specializes in optimization, digital analytics, and other digital marketing software solutions. The company has been hugely successful, helping to improve the digital marketing strategies of over 3,500 companies, including some large brands. To reach that level of success, Webtrends depended heavily on their own lead generation strategy, which they knew was critical in creating and retaining long-term customers.
Webtrends Was in Over Their Heads in Data Entry
Knowing the importance of data, Webtrends was focused on capturing as much data as possible. Unfortunately, customers are often in a hurry and rarely enter complete or accurate information when filling out online forms. As a result, much of the data collected is inaccurate and meaningless. Due to the inaccuracies in their data collection, they decided to quit requesting two key pieces of information from visitors: the annual revenue of the company and the number of employees the company had.
Unfortunately, this information was highly relevant to their analysis and lead scoring. Their team members ultimately had to face the burden of manually fixing all incorrect or incomplete data, so they could increase the accuracy of their records and improve their lead scoring. It goes without saying that this was a grueling and needlessly time-consuming task. Myllisa Patterson, the Senior Marketing Operations Manager, realized the team needed a more efficient method in place that could both maintain accuracy and eliminate manual data appending.
Webtrends Turned to SmartForms to Improve Data Quality
Realizing a new process was essential, Patterson set off in search of the ideal software solution. She wanted something that would automatically append data, be reasonably priced, and would automatically feed firmographic data directly into her landing page forms. After discovering SmartForms at a conference, she was intrigued. However, initially hesitant to plunge into a new software application, she decided to try it for herself with a free demo. Offering a cloud-based platform, a low monthly fee, and automated data appending tools, the SmartForms solution had all of the traits she sought in a software.
Implementing SmartForms with Customization
Implementing any new software can send a shudder down the spine of businesspeople. A change in software can disrupt current business processes, thus impeding on efficiency. However, SmartForms understands that customer needs vary from business to business, so they offer customized implementation processes that are unique to a company's needs. Patterson noted that the implementation at Webtrends was surprisingly easy, and her team was able to set to work soon after.
Webtrends Increased Their Sales Pipeline by 40% Per Quarter
Since implementing SmartForms, Webtrends has noticed remarkable improvements. Collecting data is now greatly simplified, as they can be confident that all data entering the system is routinely appended and standardized. They've also eliminated the need for manual data appending, thus saving employees a lot of time. Since the implementation, Webtrends has managed to increase their sales pipeline by 40 percent per quarter, as well as increase the quality of their sales leads. They've since altered their website model as well. SmartForms has allowed them to offer ungated content to visitors, which has naturally increased engagement rates.
ReachForce SmartForms helps marketers increase revenue contribution by solving some of their toughest data collection and management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like landing pages better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce SmartForms can help you improve your lead generation efforts at your own pace.