AssureSign Case Study
AssureSign Achieves the Ideal Customer with Pardot
Company: AssureSign
Industry: Computer Software
Profile:
AssureSign is an electronic signature application that can be used as a SaaS solution or installed on customer premise. The web-hosted service allows for documents to be processed in an all-digital, high-security environment. Users have control over the entire signing process and electronic signature authorization of documents can be done all over the world. For more information visit http://www.assuresign.com.
Key Client Challenge:
The need for marketing automation arose because everything at AssureSign was exceptionally manual. The process required the sales rep to essentially do the selling, and on top of that, manage all of the material for follow-up and nurturing. AssureSign realized that the salespeople were spending too much time following up on unqualified leads. They began to search for a marketing automaton system that would tightly integrate with their CRM system.
Pardot Solution:
With the Pardot system in place, inbound leads are evaluated using a set of standards agreed upon by marketing and sales, helping ensure that only sales-ready leads are sent to a sales rep for follow-up. For early-stage leads, AssureSign set up lead nurturing tracks focused on engaging prospects with educational materials, including white papers and webinars. With this strategy, all leads are followed up on in an appropriate manner and no leads slip through the cracks.
The AssureSign sales team now is able to view and update lead information through Pardot’s integration with Microsoft Dynamics CRM. They also rely on the complimentary LeadDeck add-on, which provides real-time visitor information, to gauge a prospect’s interest during the lengthy sales cycle.
Results:
Pardot implementation has increased the quality and amount of leads for AssureSign.
- AssureSign’s funnel has improved 25 – 30%
- AssureSign’s close ratio has improved approximately 25%
- Using anonymous visitor capture, AssureSign successfully discovered and closed a deal with a Fortune 500 company that they otherwise may not have pursued.
The improved sales process resulting from the addition of marketing automation has led to AssureSign recruiting in a higher caliber of customers, many of which represent a more ideal, profitable customer who becomes a profile client for their business.
User Comments:
“All aspects of the business have been impacted. Everyone is pleased to see that our funnel’s improving, that we’re focused on more true opportunities and less noisy opportunities. The results are felt from the top down – from our CEO on down to people in marketing and customer care.”
Larry Torri
VP Sales, AssureSign
