Paymetric was incurring greater outsourcing costs, as the previous automation solution required knowledge of HTML to run the program, as well as a dedicated staff member to manage the system. “Everything was outsourced,” said Jessica Wine, VP of Marketing, Paymetric. “It became important for us to scale once we decreased our marketing team. I needed to free up resources. Our marketing team can’t be spending all their time managing the system — it needs to be easy to understand.”
Challenged to reevaluate its efforts and resources, Paymetric sought out a more efficient way to analyze prospect and visitor data to create highly-relevant nurturing campaigns. The company needed to better address client sales information discrepancies and ultimately make the most of its resources to streamline internal operations.
Taking an interactive approach, Paymetric leverages the Pardot iPhone app and LeadDeck, a desktop application that provides real-time alerts on visitors and prospects, to transform their campaign development, triple their marketing generated contribution to the pipeline and save over $30,000 a year in overhead. Additionally, the company can cut overall annual costs by $50,000 while freeing up 50% of one team member’s time. Wine said this has helped the company better allocate its resources more efficiently.
Paymetric also was able to double the number of campaigns executed in 2010 to nearly 100. Marketing generated opportunities now account for 51% of the pipeline value, while Paymetric can automate and modify nurturing programs in-house. Due to its tight integration with SugarCRM, Paymetric can streamline lead scoring, offering sales greater visibility into prospect behavior, making it easier to spot hot leads. Paymetric can also more efficiently segment its database of more than 40,000 records to clean up its database and market to qualified prospects.
