The online survey was based on more than 200 responses from small and mid-size companies. The study also highlights that the most common approaches for generating leads included email marketing (78%), tradeshow or event marketing (73%), and content marketing (67%).
Adaptive Computing, a cloud computing provider selling to Global 2000 clients, was looking for a more efficient way to get leads from its web forms and trade shows into the sales pipeline. The company had recently migrated to Salesforce.com for its CRM software and wanted an automated way to streamline the capture and distribution of leads from its web site as well as trade shows and webinars.
Before implementing Act-On earlier this year, it took the sales team at Adaptive Computing up to three weeks to follow up with prospects who registered on the web site and downloaded the vendor’s free Open Source scheduler, due to the delay in getting the customer information into the CRM system. Now that the registration data is automatically entered into Act-On and synchronized with Salesforce, the sales team can make that contact within 24 hours.