Corporate training firm uses IBM Marketing Cloud Programs, lead scoring, and SFDC integration to increase their effective rate by 6X
InsideOut Development is a professional services firm that provides leadership, management, and front-line employee training workshops to business leaders and Fortune 500 companies.
As a company that trains others on how to best operate in the business world, having a well-running sales and marketing department is a necessity. This includes making sure email marketing and lead generation processes are properly aligned. InsideOut Development knew they were not sending the most targeted messages to their audience of executive leaders, HR managers, corporate directors, and previous clients because they did not have the capability to segment their data and easily target their message accordingly. Because of this data disconnect, executing marketing emails was a manual, time-consuming process that didn’t yield the necessary conversions. The data that came from each email was difficult to translate to their inside sales team, making the leads generated from each email less valuable. After moving to Salesforce.com as their CRM provider, InsideOut Development chose to search for a new email and marketing automation platform. InsideOut Development then chose IBM Marketing Cloud because of its Programs and lead scoring functionality, seamless integration with Salesforce.com, and strong deliverability reputation. During the on-boarding process, InsideOut completed their Salesforce.com data integration and start using IBM Marketing Cloud for their marketing campaigns focused on promoting their educational workshops held in major cities across the United States. In 2011, InsideOut Development offered 52 total workshops.
To keep reading about Inside Out Development and their success with IBM Marketing Cloud, download the case study.