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Bronto Case Study
Bronto Experiences Record-High Conversion
Company: Bronto
Industry: Software
Profile:
Small business to enterprise-level email marketers depend on Bronto Software to enable them to grow, retain and reinforce customer relationships through relevant, timely, and targeted email marketing. Through their email marketing expertise and powerful platform, marketers are able to optimize their campaign performance and achieve their marketing goals. Customers rely on Bronto to ensure deliverability, provide actionable analytics, and assist them in becoming better email marketers. www.bronto.com
Key Client Challenge:
The marketing department at Bronto had tremendous amounts of leads coming in from numerous campaigns. The information being passed in to their CRM system, Salesforce.com, was overwhelming, making it difficult for the sales team to efficiently sort through the “noise” and determine which leads were "sales ready." The team was often dedicating too much time to unqualified leads and unknowingly passing by valuable opportunities. In addition, Bronto already had multiple other marketing programs in place for campaign strategies such as email marketing online conversion pathing, and needed a solution that could integrate with all their current processes and applications.
Pardot Solution:
Bronto uses Pardot's Project Insight as a pivotal piece of their lead qualification process. Leads are assessed using Prospect Insight's scoring and grading functions and only sales-ready prospects make it to the lead qualification team. Once a qualified opportunity is determined, they are then processed as qualified opportunities and pipelined for the sales team. The sales team is then able to focus their attention on closing the deal. Prospect Insight was integrated with Bronto's current marketing plan, allowing the flexibility to continue using other systems while still collecting valuable prospect data points.
Results:
Triaging leads in Prospect Insight has led to record-high conversion rates for Bronto. In addition, post-interaction surveys through email automation rules have helped find sales ready leads that may have otherwise gone undetected.
- Qualified Opportunities increased an from average of 7% to 14%
- Reduction in duplication in the CRM
- Only passing Salesforce.com about 50% of the incoming leads, qualified as "sales ready" for pipeline purposes
- Increased insight into customer behavior for targeted sales
User Comments:
"The team at Prospect Insight has been extremely responsive when it comes to customer service and addressing our needs as Bronto's business has evolved. Their willingness to integrate with our current solutions and grow the application with the customer in mind speaks volumes."
Sally Lowery
Online Marketing Manager, Bronto
What Our Customers Are Saying...
"Prospect Insight helped us identify prospects that would have otherwise been abandoned due to the lack of a meaningful conversation early on in the lead nurturing process."
