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Act-On Success Story

“Act-On has helped us generate value across our entire business. It’s a great all-in-one marketing automation platform that’s cost-effective and easy to use.”

JUNAID ZAHID

Marketing Insights Manager
GBG

Act-On Helps GBG Deliver Higher Quality Leads, Drive Revenue, and Streamline Sales

  • 9.3% marketing conversion rate
  • 14% increase in open rates
  • 8% increase in click-through rates

14% Increase in open rates

 
 

8% increase in click-through rates

 
 

 

The Challenge

GBG had the challenge of having more leads than they could effectively manage. This meant when prospects took any action, they were sent to sales, which gave GBG’s reps an inordinate amount of leads. And the company wasn’t scoring leads, so Sales had no way to prioritise them.  

Junaid Zahid, GBG’s Marketing Insights Manager, knew that a powerful marketing automation platform would help if it generated a single customer view and provided an effective way to score leads, create nurture programs, and track and report on campaigns.

The Solution

GBG had recently begun using Act-On through an Act-On partner, and assessed the platform would meet the company’s needs. When Junaid saw how easy it was to implement and use, he decided to move it in-house and manage it himself.

His team began using Act-On’s lead scoring to measure how GBG’s prospects interacted with the company’s content and determine when they were ready to engage with a sales rep.

Soon GBG was using Act-On to track visitors to their website, implement email campaigns, and seamlessly sync the data with Microsoft Dynamics CRM. This integration gave GBG a detailed account of their buyer activity and a closed-loop view of how prospects were moving through the sales funnel and becoming customers.

Act-On’s powerful but intuitive dashboard aggregates the data and gives Junaid’s team the ability to generate the campaign reports they need to evaluate their marketing efforts. Consolidating this intelligence has helped the team be more effective, and streamlining these processes has made them more efficient.

GBG Team meeting picture

“Act-On was the obvious choice to solve our lead scoring and reporting issues. It’s given us the tools we need to have more personal and relevant exchanges with our audience.”

JUNAID ZAHID
Marketing Insights Manager

The Result

The GBG marketing team puts all prospects who download content into an Act-On nurture program, which has delivered a monthly average of 170 MQLs. It’s also strengthened the collaboration between marketing and sales. Marketing is now on the path towards a deep understanding of where their prospects are in the buying process, and sales know that the leads marketing provides are hot and ready to convert. Sales no longer wastes time wading through a mountain of leads and trying to engage ones that aren’t ready to be contacted.

The team has also leveraged the power of Act-On’s emails. “Act-On allows us to deliver a monthly newsletter with relevant content that keeps us top-of-mind with prospects,” Junaid said. “And scoring how they interact with it helps us identify what prospects care about and when they are ready to engage with us in person.”

Using Act-On to identify and remove contacts that weren’t engaging with GBG’s content significantly enhanced email performance. Open rates rose from 8-10% to 22% and click-through rates from 4-6% to 12.76%

Group meeting in the GBG office

“Act-On allows us to deliver a monthly newsletter with relevant content that keeps us top-of-mind with prospects. And scoring how they interact with it helps us identify what prospects care about and when they are ready to engage with us in person.”

JUNAID ZAHID
Marketing Insights Manager

Junaid’s team uses Act-On’s reports to better understand their audience and create more effective buyer journeys. The reports are easy to access and digest, which makes everyone more efficient and productive.

“Act-On was the obvious choice to solve our lead scoring and reporting issues. It’s given us the tools we need to have more personal and relevant exchanges with our audience,” Junaid said.

Since using the Act-On platform, GBC marketing has delivered £1.3m of marketing revenue, with a conversion rate of 9.3%. And Junaid couldn’t be happier.

“Act-On has helped us generate value across our entire business,” Junaid said. “It’s a great all-in-one marketing automation platform that’s cost-effective and easy to use.”

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