Cornerstone Dramatically Improves Marketing Effectiveness

Challenge

Cornerstone Information Systems creates innovative applications to automate many of the most complex and time-intensive aspects of the reservation management process. Cornerstone has helped hundreds of customers including travel management companies, corporate travel departments, and airlines to integrate new and existing technology in ways that better address their particular needs.

Cornerstone's small marketing team had centered its efforts around email, using Constant Contact and Vertical Response to successfully communicate with 20,000 customers, partners and prospects. The problem lay in internal communications: the marketing team was unable to communicate campaign developments and critical data to its sales team. The marketers wanted to quickly identify viable leads and work with the sales team to convert them efficiently, but the technology they were using didn't support those business objectives.

Alan Minton, Senior Vice President of Marketing, wanted an application that went beyond email marketing, one that could integrate a variety of marketing initiatives such as landing pages and webinars, and measure efforts objectively. It was also very important to integrate fully with Salesforce, so they could push the results from all these activities to the sales team.

Solution

Alan hired a consultant who recommended that they evaluate Act-On Software. He had considered Act-On competitors as well, but felt the alternatives were too expensive and had too many unnecessary bells and whistles. After a brief trial, Alan knew Act-On was exactly what he was looking for.

The implementation—including the critical integration with Salesforce – took only a few hours, and the marketing team was ready to go. "Act-On really makes our jobs easier," Alan said. "It literally takes 10 minutes to create an email campaign; 15 minutes to create a landing page. If you're servicing your sales department, this is a great tool to help you do that. It's simple but very effective."

Results

Cornerstone utilizes many key Act-On features such as customized landing pages, website visitor tracking, webinar management, and triggered campaigns. The key win has been lead scoring, which drives the marketing and sales alignment the teams wanted.

The sales team uses lead scoring to prioritize their time, and understand which topics to discuss with each lead. This in turn lets them close deals more efficiently.

Since implementing Act-On Software, Cornerstone has seen a 22% increase in email open rates. The clickthrough rate has jumped from 1.4 to 2.6, an 86% increase. And—total sales are up by 7%.

"The growth of our sales funnel has been outstanding," says Alan. "The sales team especially appreciates the focused call list that Act-On delivers; we saw the effect of this improved list immediately. It’s easy to see the ROI and the success."

Cornerstone Information Systems
Industry:
Travel
Size:
550 customers
HQ:
Bloomington, IN
Need:

Small marketing department needed to quickly identify viable leads and work with the sales team to quickly and efficiently convert them.

Previously evaluated Marketo, and used Constant Contact and Vertical Response.

Since implementing Act-On Software, Cornerstone has seen:

  • 22% increase in email open rates
  • 86% increase in click through rates
  • 7% increase in total sales in 3 months
The growth of our sales funnel has been outstanding," says Alan. "The sales team is very appreciative to have such a focused call list and immediately saw the effect the improved list is having on their success." Alan Minton, SVP, Marketing
Cornerstone Information Systems