Demand Generation Agency Saves 1,000 Hours/Year of Labor – While Increasing Market Opportunities
High-Impact-Prospecting's early thinking was that it made sense to build its own platform, using its existing ISP relationships,
hardware, and support personnel. Soon the agency found itself executing campaigns using a variety of local machines, multiple
connections and applications, with attendant costs and time.
As one example, because H-I-P sends campaigns to its own database, the agency can track an abandoned form to a contact. To leverage
this, H-I-P developed a remarketing strategy for abandoned forms which got great results...but was also time-intensive, tedious and
inefficient. "Our remarketing strategy increased outcomes by 18 percent – but the moving parts on our side required absolutely Herculean
efforts," said Managing Principal Bret Smith.
The agency needed a more time-efficient approach to email campaign delivery, with increased deliverability and a better reputation. The
goals were to save time and labor, gain scalability to take on more projects, and increase value for clients.
Choosing a solution
After evaluating other marketing and email automation systems, Smith and his marketing team determined Act-On would best suit their needs.
As a cloud-based solution versus a home-grown platform, the issues of hardware, time, technical support, and consulting were mitigated,
lowering the total costs of ownership and reducing risk. In addition: Act-On's usability and quick deployment meant that the team could be
up and running quickly; its rich feature set would allow execution of sophisticated multi-touch campaigns.
It took H-I-P less than two weeks to go from contract signing through initial training; the team was running multiple campaigns in a month.
No assistance from the company's IT department was required.
Results: saving time and labor costs
For the remarketing campaign alone, an H-I-P employee had to spend hours manually crunching all the contacts from abandoned forms. Using
Act-On, this step takes one click. Annually, the saved effort from this one program adds up to approximately 1,000 hours a year, about half
the salary and benefits of a full-time employee.
In parallel, High-Impact-Prospecting also realized greater deliverability rates through leveraging Act-On's platform, ISP relationships,
and reputation — which meant a better return on the same campaign investment. Said Bret, "I can tell you that when we get a 20
percent lift in deliverability, it translates into 20 percent in additional revenue on the other end." H-I-P also appreciates the ability
to segment responses in a way that allows a view right down to the email address, with just a click. This information is a factor in an
evolving soft-bounce strategy.
Increasing opportunities for new projects
Using the Act-On platform has given H-I-P the confidence to pursue new projects and take its business to the next stage. The agency
recently signed a deal that will cost $330,000 to service. "We did that because we believe, using Act-On, we could achieve close to a
100 percent lift,” Smith says. "That's absolutely platinum."
Leveraging the APEX Partner Program
"Signing up to be a part of Act-On's APEX agency program has allowed us to leverage marketing automation, which increases our
productivity and gives us more time to sign up new customers. As an APEX partner we get bulk pricing, which helps control our costs,
so we've achieved our time and money goals. We're also increasing client satisfaction; having separate instances of Act-On for each of
our clients lets us leverage all the components of the platform to provide our clients best-of-class services."
High-Impact-Prospecting, LLC is a New York-based marketing agency providing agile, high-outcome B2B demand generation services for technology-centric clients. With
a highly accurate database of over 65 million contacts, H-I-P offers email marketing and lead nurture services, lead generation, and marketing automation for some of the world's
most well-known high-tech clients, including Adobe, IBM, and Google.
"Being able to execute through Act-On, which in my personal experience is just crazy-easy to use, means not only can I say Yes to new clients, but I can say Yes with a big smile on my face. Why? Because I know we're going to get better outcomes, and my client is going to write me a bigger check."
— Bret Smith High-Impact-Prospecting Principal
"Act-On is at the crossroads of revenue and scalability for us; it's central to the future of our company."