CompassLearning’s Eleanor Bowman on Automating Lead Management
TM: How has automation helped you meet your marketing spend goals?
EB: We are able to spend our budget dollars more wisely and have a better handle on our cost per lead. We use that to really drive decision making. We can now see how different channels are performing; we are able to see which are our top performers and, on the same token, the ones that aren’t performing. We are now taking those off of our schedule, and that has been a real value-add for us. Before, we probably had 10 different marketing vehicles for different online campaigns and online promotions. Since implementing this program, we really pared that down to our top four most effective and most cost-efficient programs. We plan to continue to refine this process in the future; it has really changed how we have approached our marketing management.
TM: What results did you see after automating your lead management process?
EB: We have improved a number of leads. It is the first time I am able to deliver the vice president of marketing a lead report saying, “We generated this number of leads, this many were passed on to sales and we are seeing these types of trends.” This allows us to predict campaigns.
For example, we run an advertisement in an online newsletter [company] called SmartBrief and leverage Marketo’s capabilities to help nurture and analyze each lead that comes in through the ad. This way, we are able to maximize each click from the ad. Now, when we run ads in the newsletter, we can be pretty confident when we say what results we will get for each ad. It varies depending on … day of the week; for example, if we run the ad on a Monday, we will likely get 150 people, and that response will end up averaging 18 sales-ready leads. In the end, after they go through the nurturing process, [there is an increased] level of sophistication [that helps] predict how our campaigns [are] going to perform.