Skytap is the leading provider of cloud automation solutions for businesses to develop, test, train, demo, migrate and support any application in the cloud. Users are empowered with a 100% self-service model to create and run scalable virtual data centers. IT gets complete visibility and control over cloud security and usage policies. Using Skytap, businesses can move to the cloud in a day and reduce costs by up to 70%.
“If you’re looking to enable your sales team to be more efficient, and if you have an influx of leads but don’t know where to focus, Optify helps quickly weed out the ones that need more qualifications.”
Challenges
Skytap, an emerging growth business with limited marketing resources, was inundated with leads. Skytap needed to sift through the clutter, focus its sales team on the most valuable leads and tailor marketing messages to leads’ specific interests.
Already using a web-based software for this purpose, Skytap found the UI limited, the visibility into lead behavior and interests lacking, and the disconnect with Skytap’s CRM software, Salesforce, inefficient. Skytap needed a more robust, less-cumbersome, lead nurturing solution that could be easily implemented and accessed within Salesforce.
Optify Solutions
Skytap’s decision makers chose Optify’s Lead Intelligence and Nurturing application for its easy-to-use UI, its enhanced functionality and customizability and its ability to integrate with the CRM and marketing applications the team was already using – Salesforce and ExactTarget. Optify’s responsiveness and consistent points of contact throughout the sales and implementation processes were icing on the cake.
In only three weeks the Optify Inbound Marketing solution was fully integrated, and running. After which, all of Skytap’s web leads were automatically prioritized based on a custom set of criteria the company had defined. Skytap immediately had greater transparency into the browsing behavior of visitors and leads which proved invaluable to converting leads to customers.
Results
With Optify’s lead intelligence and nurturing insights, Skytap was able to convert a cold email to a face-to-face meeting with a very large, interested customer in less than 48 hours. How?
First, Skytap sent out a nurturing email to 20 top-tier enterprise acquisition customers, Next, marketing quickly scheduled an Optify Alert should any of these customers arrive at the site. Shortly thereafter, Skytap was alerted when one of the prospects came to the site from the email link. Optify intelligence showed that although the individuals were different, the web pages they browsed were consistently the same.
Using Optify’s Lead Alerts, Skytap noticed their ‘big fish’ target appeared to be interested in their offering. The Skytap sales and marketing team had a clear competitive edge because they could see: the various individuals from within the company who had visited, which pages they had honed in on, and where they perused the longest. They used triggered emails in ExactTarget, using Optify Lead Intelligence data, to send a nurturing email which presented an offer. When the Skytap sales representative made the follow-up call, he was able to have an educated and persuasive discussion with the prospect (who was now more informed about Skytap’s services from the offer email), and the demo meeting was arranged.
“It was amazing we could be so quick. Without Optify’s lead intelligence and alerts, in the past, the same opportunity may have fallen through the cracks.” – Nate Odell, Director of Marketing, Skytap
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About this customer
Skytap is the leading provider of cloud automation solutions for businesses to develop, test, train, demo, migrate and support any application in the cloud.
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Challenges
- Limited Resources
- Influx of Unqualified Leads
- Poor Lead Intelligence
- Lack of CRM Integration
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Solutions
- Lead Nurturing
- Lead Intelligence and Alerts
- Salesforce Integration
- ExactTarget Integration
