Field Nation Creates a Single Marketing & Sales Ecosystem

"Our sales team is spending less time lead crawling and doing exploratory work, and more time on the highly-responsive, prime candidates for users of our system. Not only is more focus directed on sales, but their time is used more efficiently."
Matt McLane
Senior VP of Corporate Development
About Field Nation

Industry: Computer Software
Website: Visit Now

Quick Facts
Shortened the runway to full product adoption from 18 months to two months for 58% of their existing customers
Increased sales productivity by 20% due to less time being spent on administrative tasks
Increased sales efficiency due to improved insight into leads and better lead quality

Field Nation is a freelance management platform that connects businesses who need on-site, contact-based talent with local freelance expertise. The company specializes in on-premises work (for example, finding people to run internet cable and fiber in a new building or get inside a data center to set up new server racks and routers), and covers everything from more high-tech industries to secret shopping.

As one of the prestigious Inc.com 500 Fastest-Growing Private Companies two years in a row — and Inc.com’s fastest-growing company in Minneapolis — Field Nation’s business model is definitely working.

“We provide our service for free. It’s free to sign up, use, and search our database. We monetize by taking a small but reasonable portion of the payment after a project has been successfully completed,” says Billy Cripe, CMO at Field Nation.

The Need for a Single Source of Truth

In order to consolidate their systems and increase productivity, Field Nation implemented Salesforce CRM and began building a sales and marketing ecosystem. “The relationship in CRM is incredibly important to us. We wanted to be able to continually interact with our customers, so that we could better understand what they’re doing and what their needs are,” says Cripe. Within the year, Field Nation was able to flesh out this ecosystem by adding Pardot marketing automation and Data.com to the mix.

Pardot complements their CRM by acting as the engagement system for the lifecycle of the customer, creating a single sales, marketing, and engagement funnel. “Salesforce CRM is our single source of truth for all things customer related,” Cripe explains.

Using lead generation and nurturing as a point of contact and engagement with existing identified opportunities, Field Nation can keep relationships with their leads current. Data gathered by Pardot is used to create deep, multifaceted campaigns that are integrated with Field Nation’s social media and content campaigns for additional engagement.

“This is a single sales, marketing, and engagement funnel for us. It makes very little sense to spend time and energy trying to orchestrate a bunch of different, independent systems. Synchronization is a productivity drain unless it’s done behind the scenes. With Pardot, we don’t have to worry about that.”

Using Pardot and Salesforce together, Field Nation can clearly identify when they are being folded into a customer’s business process. For them, the lead and customer nurture process is critical: with only 5% of businesses adopting a freelancer management platform (according to Staffing Industry Analysts), prospective businesses are still learning how to make the most of the freelance expertise that Field Nation makes so easily available.

With lead nurturing, Field Nation can maintain the conversation with their customers throughout the entire adoption process. That way, they are able to engage on the customer’s timeline, and the client is prepared and educated.

Sales Productivity Soars with Pardot

Pardot has positively impacted the productivity of Field Nation’s sales and marketing departments. All of the information gathered from lead nurturing, lead scoring, and lead grading in Pardot is passed over to the CRM, helping their sales teams to prioritize leads based on information that’s right at their fingertips, including which social campaigns and drip campaigns leads are interacting with, the content they’re responding to, what industry they’re in, and more.

Automatic Salesforce assignment is used in tandem to assign leads based on where customers are in the lifecycle, helping to achieve rapid adoption of the Salesforce ecosystem, including by the sales team.

Matt McLane, Senior VP of Corporate Development, adds, “Our sales team is spending less time lead crawling and doing exploratory work, and more time on the highly-responsive, prime candidates for users of our system. Not only is more focus directed on sales, but their time is used more efficiently on top of that.”

Within the first four months of implementing Pardot, Field Nation was able to:

  • shorten the runway to full product adoption from 18 months to two months for 58% of their existing customers
  • Increase sales productivity by 20% due to less time being spent on administrative tasks
  • Increase sales efficiency due to improved insight into leads and better lead quality.