Skytap Accelerates Sales Response using Detailed Visitor Intelligence

Skytap Accelerates Sales Response using Detailed Visitor Intelligence from Optify’s Inbound Marketing Suite

Skytap provides self-service cloud automation solutions for dynamic workloads. The company gives businesses a fast, easy, and secure way to create complex computing environments in the cloud.

Founded in 2006, Skytap introduced the innovative Skytap Cloud service in 2008. Their customers have launched over one million virtual machines in the Skytap Cloud, including leading companies like Boeing, Google, IBM, Trek Bicycles, OpenText, and Cushman & Wakefield.

Enterprises can securely connect Skytap Cloud to their data centers and create hybrid clouds. Skytap is ideal for any dynamic workloads including development and testing, software demos and evaluations, and virtual training. Customers can run enterprise applications unchanged in the cloud, collaborate securely with global teams, and gain unparalleled business productivity. Additionally, IT organizations maintain full visibility and control over cloud projects, align capacity with demand, and reduce costs.

Challenges

Skytap sells to mid-market and enterprise B2B companies, a complex sales process that involves multiple roles and decision makers. Therefore to be most effective, the company needed to know that they are reaching the right audience and driving them to their website.

They also wanted to know when one of their target companies engaged or responded to their marketing activities and have more visibility into what they do on Skytap’s website. With limited intelligence on their target companies behavior, the sales reps reached out to non-sales-ready leads and lacked the insight to properly engage with prospects.

Solution

Skytap implemented Optify’s inbound marketing solution to empower sales. For example, Skytap used Optify’s Lead Scoring to create a custom set of criteria that would automatically score and prioritize inbound leads and reveal the highest prospect opportunities for the sales team to focus on.

The sales team also used Optify’s visitor and lead intelligence and lead alerts to get access to real-time insights on their leads with details about both the company and individual prospects visiting the website. In addition, they used alerts to notify them when a target company or prospect is visiting their website.

Finally, the team also utilized Optify’s daily email to stay on top of their prospects’ latest activity. Using Optify’s Salesforce integration, Skytap could find out when, from where, and what visitors are taking a look at on their website right within their Salesforce account.

Results

Optify enabled Skytap to grow their customer base in two ways:

• Converted more leads to opportunities: Using lead scoring and SFDC integration, the team had an automatic process to prioritize leads and reach out to the right leads.
• Identified more sales ready leads: With the visitor and lead intelligence coupled with alerts and daily emails, the team had more visibility into their leads and opportunities.

In conclusion, Optify’s suite of inbound marketing tools gave Skytap the edge to identify sales-ready customers and approach them with crucial insights.

As Nate Odell, Skytap’s Director of Marketing, puts it, “Optify’s visitor and lead intelligence gives our reps more visibility into their prospects’ interests, empowering them to craft the right message and reach out at the right time. That enables them to respond and engage faster while providing insight for future marketing.”