B2B Marketing Zone

Have Your (Marketing) Cake and Eat It Too

Have Your (Marketing) Cake and Eat It Too

Have Your (Marketing) Cake and Eat It Too

marketing-automation-as-a-technology-solution-for-busy-businessesReducing the cost of your online marketing efforts while simultaneously improving your results sounds like a pipe dream. But if you’re doing some heavy lifting with manual marketing processes, switching to marketing automation might just do that hat trick for your company.

High-Impact-Prospecting, LLC is a New York-based marketing agency providing agile, high-outcome B2B demand generation services for technology-centric clients. H-I-P’s early thinking was that it made sense to build its own platform, using its existing ISP relationships and sunk resources. Pretty soon the agency found itself executing email marketing campaigns using multiple local machines, various connections, and disparate point solutions, which wasted valuable time and resources.

On the heels of a very successful remarketing campaign, the agency took stock of the sheer effort the campaign took, and made the move to a marketing automation platform.

The results? 1,000 fewer man-hours per year (that’s half a full-time employee, if you’re counting) on the remarketing campaign alone. And the new platform provides better deliverability, maximizing results for the same spend.

The icing on this cake, though, is better results for clients, which also means greater revenue for the agency.

Read the rest of the story in the High-Impact-Prospecting case study .

Photo by Diana House, suavehouse113. Used under a Creative Commons license.


Paige Musto is Director of Communications at Act-On Software. She brings over 12 years of experience in public relations, marketing and social media for high technology companies in the IT Security and SaaS industries. In this position she heads up all PR/AR and Social Media programs, driving the company’s brand and product awareness as well as leveraging social media to optimize lead generation. Prior to joining Act-On, Paige was Manager, Public Relations at NetSuite (NYSE: N) where she drove corporate, channel and partner PR and thought leadership programs, as well as established the company’s social media program. Paige has held various communication roles at companies including VeriSign (NASDAQ: VRSN), Check Point Software (NASDAQ: CHKP), and RSA, the security division of EMC (NYSE: EMC). Paige holds a Bachelor of Arts (BA) in Communication from the University of California at Davis and a Master of Business Administration (MBA) with an emphasis in Marketing Management from California State University-East Bay. In her spare time, Paige enjoys shopping, reading and watching sports—Go Niners!