AdReady is an advertising technology company that makes online display advertising accessible and effective for advertisers and agencies of all sizes. AdReady was launched in 2006 and helps customers to design, place, and track banner ads on the web. Every month AdReady advertisers receive more than 1 billion impressions, generate more than 3 million clicks and run more than 10,000 ads.
“With Optify, we saw steady Month-over-Month growth in the number of visitors and leads we tracked and were able to automatically score and prioritize with Optify. Optify allowed us to achieve better focus and better results with our sales efforts”
AdReady Challenges
The AdReady.com website generates a significant amount of traffic from both prospects and current customers. Due to the high volume of visitors to its site and the fact that AdReady targets different customer segments (such as agencies, publishers, large advertisers and do-it-yourself advertisers), the AdReady sales team didn’t have a scalable system to prioritize its high volume of leads.
Optify Solutions
AdReady evaluated and selected the Optify Real Time Marketing suite to address its challenges. Using the Optify Lead Scoring application, the AdReady sales team created unique lead scores for each segment to qualify publishers, agencies and premium leads. Using information gleaned from the click level tracking of visitors, Optify instantly assigned a score to each website visitor and lead.
The AdReady sales team established a new lead type they labeled “Optify Leads” within their Salesforce.com account – using Optify’s Salesforce.com integration solution. These were anonymous visitors who triggered a high lead score, but didn’t fill out a form. The Optify Lead Scoring and Lead Intelligence applications gave the AdReady sales team a way to prioritize call activities and expand its lead pool. Additionally, the Optify Lead Intelligence application provided greater insight into the prospect’s area of interest, and allowed AdReady to allocate leads appropriately based on the customer segment.
Results
Using the Optify Lead Scores, the AdReady sales team was able to automatically qualify over 80% of their lead flow and allocate the leads to the right sales person based on their unique lead score. This level of intelligence about each lead in turn increased AdReady’s conversion rates by 189 percent. Optify’s Real Time Marketing Software also improved SEO, which delivered a 103 percent increase for Web traffic and 196 percent increase in leads generated.
The AdReady sales team used Optify to receive daily e-mail reports showing exactly which companies were on the site the previous day. The sales team obtained insight into how engaged the prospect was, which pages of the site the prospect visited and see how long the prospect spent on each page. This information helped the AdReady sales team hone their conversations with each prospect, focusing immediately on the customer’s area of interest.
The AdReady sales team also created alerts using the Optify Alerts application to be notified when leads from specific companies in the sales pipeline arrived on the AdReady website. This made it easy to track specific visitors after sales calls and discover what pieces of content on the AdReady website were driving form submissions and customer.
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About this customer
AdReady is an advertising technology company that makes online display advertising accessible and effective for advertisers and agencies of all sizes.
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Challenges
- Prioritizing leads
- Expanding lead pool
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Solutions
- Lead Scoring
- Lead Intelligence
- Lead Alerts
- Salesforce.com Integration
