Facilitating Excellence in Customer Service: An Insight from other Sectors
First Insight: Focuse on Marketing Excellence
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Transcript of First Insight: Focuse on Marketing Excellence
First Insight: Focus on Marketing
Excellence
Donna LehmannDirector, Marketing Communications
First Insight Corporation
David AppelbaumChief Marketing Officer
Act-On Software
About Act-On
• Fastest growing marketing SaaS solution on the
market
• Easy to use and powerful Integrated Marketing
Platform
• Over 350 customers, companies of all
sizes/sectors
• Headquarters in Portland, OR; Sales and
Customer Success Team in Sacramento, CA
Introducing: Donna Lehmann
• Director, Marketing Communications
– 9 years at First Insight
• Responsible for:
– Direct Marketing
– Business Development
– Organizational Communications
• Evaluation Criteria:
– Quality of Leads Generated
– Quality of Communications
– Quantity of Leads
– Website Activity
About First Insight Corporation
• Eye care professional solutions and services to
enhance quality of patient care
• Helps practices:
– Create a flexible, comprehensive paperless office
– Improves office efficiency and staff productivity
– Reduce operating costs; increase revenue
• Headquarted in Hillsboro, OR
– Customers throughout North America
– Over 100 employees
Prior to Act-On, what were your
biggest challenges?
First Insight: Key Challenges
• Campaign Visibility
− Tracking website visitor data
− Tracking email activity/open rates
− Email bounce rate was too high
• Marketing Asset Design and Development
− Difficult to customize web forms
− Difficult generating useful reports
− Creating attractive html emails easily
− Creating templates for sales teams
Did you evaluate other
Marketing/Email automation
systems?
First Insight Selection Process
• Reviewed and tested several other solutions
• Based comparisons on 7 years of prior experience
with competitive system
• Found Act-On best met their needs
What evaluation criteria
was used?
First Insight Selection Criteria
• Quality of customer testimonials
• Quality of sales demonstration
• Follow-through on communications with Act-On
prior to signing agreement
• Price also key factor in decision
When you decided on Act-On, how
long did it take to implement? How
quickly did you see results?
First Insight Implementation
• Took only a few weeks to get everything
implemented; during this time:
– Created all new web forms and links to website
– Imported email database from existing marketing automation
vendor with help from Act-On staff
– Created multiple personalized templates and forms for outbound
programs and sales team
– Uploaded 50+ documents to document library
– Added multiple images to image library for easy inclusion in emails
First Insight Initial Results
• From first email sent – productive!
– Now can create and send fast-track emails to targeted list of
prospects/current customers
– Easily prepare emails, e-newsletters, landing pages, forms and
other e-communications without having to know complex HTML
How much assistance did you
need from IT?
First Insight Implementation
• Zero IT support needed
• Contracted with Act-On to help build basic
templates, forms to get started
• Act-On extremely helpful with exporting data from
old marketing automation provider
What are your email requirements
and how has Act-On changed your
email campaigns?
First Insight Email Campaigns
• Can now create more professional looking emails
with links, forms, graphics, etc.
• Easily imports html emails received from partners
and emails on their behalf
• Sales team loves ability to use pre-defined
templates accessible within CRM tool
(Salesforce.com)
• Sales can easily track web activity for leads
without leaving Salesforce.com
How important is database
management and how is
Act-On’s database management
helping you?
First Insight Database Management
• Database management extremely important
• Act-On database very easy to manage, clean up
and export data
• Very easy to create new lists or segments of those
master lists
How are you using forms/landing
pages?
First Insight Forms/Landing Pages
• All First Insight forms on corporate website linked
to an Act-on form
• Forms, once completed, sent to list of designated
people
• Data transfers into a SalesForce record
• System set up so person completing the form
receives automatic reply
How are you managing Website
Visitor Tracking?
First Insight Website Visitors
• Sales team loves feature - able to look at lead
activity; see what pages have peaked their
interest
• Enables sales rep to focus on specific areas
without even having to ask the potential customer
• Website activity helps determine which web pages
are being viewed most often
What results have you seen since
bringing in Act-On?
First Insight Results
• 50% increase in inside sales; 100% increase in
response rates for inside sales campaigns
• First Act-On inside sales campaign outperformed
9 years of previous campaigns
• Better read/return rate on sales communications
• Reduction of project cycle from 4-6 days, down to
just hours to create/send an email
How important has the
ease-of-use factor been?
First Insight: Ease-of-Use
• Ease-of-use extremely important
• Act-On level of service and training far better than
any vendor worked with prior
• Kudos to Act-On personnel for being highly
professional, friendly, knowledgeable and there
when needed
Parting thoughts?
First Insight Act-On Thoughts
• Has changed way First Insight does business
• Rely on Act-On service every day to keep
up with competitive industry
• Delivers ROI each month
• Has improved production significantly
• Would be lost without Act-On
• Highly recommend Act-On to every company,
small, medium or large
About Act-On
World-Class E-mail
Marketing Core &
Deliverability
Complete Set of Tools
on One Platform
• Web Analytics, Forms,
Landing Pages, Drip,
Scoring, CRM Integration,
Social Media, Reporting &
More..
• Focus on Usability,
Simplicity & Manageability
Approach & Terms
that Work
• Start Simple, Automate at
Own Pace
• Affordable Pricing;
Month-to-Month
Contracts
• Live Customer Support –
At No Additional Costs
About Act-On
The Act-On Integrated Marketing Platform
• Helping Marketers master the ‘Art and Science’ of Marketing
• Fully integrated platform ties together all inbound and outbound
marketing channels
– Highly intuitive graphical design tools
– Automatically collects and analyzes program performance
– Easy results reporting
• No IT or 3rd Party Support required
• One click integration with leading web conferencing and CRM
systems
• Easy entry – affordable pricing model starting at $500/month with no
long term commitment
Complete Online Marketing Toolset
Harold Berenguer, Act-On Product Specialist
Easy to Get Started!
• ‘Out-of-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
Over 300+ Customers
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 at: [email protected]