Two of our clients are finalists for this year for the prestigious Marketo Revvie awards!
Along with our client Kaiser Permanente Colorado, Intelligent Demand created the Boardwalk, a traveling booth with carnival games designed to function as a live lead gen campaign. We also created a compact version (called Small BEE, for Brand Experience Event) that a single salesperson could bring to smaller events.
Since the campaign’s inception, the Boardwalk and Small BEE have been a part of 25+ lead gen events, and the results are impressive:
- More than 13,000 new leads in Colorado have been sourced at the events, with an average cost per lead of $18
- An average open rate of 22% for email campaigns following up the lead gen events
- More than 12,000 qualified leads sent to Sales so far
More than 50,000 leads in Colorado have been touched by this multi-channel program, and Kaiser Permanente Colorado’s Sales Team has gained visibility into its pipeline during Open Enrollment season, which is great news for the One Revenue Team®.
SketchUp’s story began with a dilemma—their Welcome Campaign was designed to convert trial users into paid users, but it didn’t work properly and wasn’t integrated with their eCommerce system, ElasticPath. Without the proper configurations in place, measuring the campaign’s effectiveness simply wasn’t an option at the time, and SketchUp had no idea which software sales they could attribute to their lead generation program versus its Welcome Campaign.
So they joined forces with Intelligent Demand in early 2013 to transition their existing Welcome Campaign to their new Marketo instance. Migrating the campaign to this new marketing automation platform was the first step toward enabling them to report on campaign performance and revenue impact in real-time. The next crucial step was to collect three months’ worth of baseline metrics.
Then with Marketo and accurate campaign metrics in place, we began to optimize for conversion, which at that early stage simply meant a prospect clicking “Buy” and landing at the SketchUp store.
The campaign was running smoothly, but were visitors who clicked the “Buy” CTA actually converting into customers? In order to figure this out, the next move was to integrate Marketo with ElasticPath.
With the streamlined foundation that Marketo made possible, we strategically targeted a segment from SketchUp’s database of leads and launched a new campaign— the September Promo—this time with reporting capabilities. And what did we see? Increased open rates, a robust CTR, 45x ROMI, and the most successful promotional campaign in SketchUp history.
As SketchUp moves into 2015, the metrics provided by Marketo, combined with key integrations and campaign successes, are giving us the ability to make informed and strategic campaign optimizations with a level of confidence that would not have been possible before.
Wondering how Intelligent Demand can help you grow your revenue? Reach out! We’re here to help!