Act-On Success Story
“Act-On was simple to implement, with the system pretty much all set up within hours and ready to use. The onboarding process was good and gave us plenty of support.”
Microlise leverages their thought leadership content and closes the loop between sales and marketing.
- Email bounce rate has decreased dramatically from 20% to 2%
- Attendance at the annual company conference has doubled since 2014
- Reduced time needed to implement and assess campaigns.
90% IMPROVEMENT IN EMAIL BOUNCE RATE
Microlise was a fast growing company with a marketing vision that was bigger than the tools they were using to implement it. Running simple email campaigns with MailChimp and Excel were no longer enough. The company needed a marketing automation platform that had greater power, was easy to use, had no hidden costs, and would scale as their marketing needs expanded. Act-On met all these requirements and more. The platform enabled Microlise to easily develop brand consistent emails, run, assess, and optimize their campaigns, dramatically reduce their bounce rate, and reap the rewards of closed loop marketing.
Microlise is an innovative fleet telematics and management services provider who wanted to challenge their industry’s stereotype of “sell, install, leave,” and position themselves as trusted thought leaders. They had a vast, internal knowledgebase they could leverage to create the kind of educational marketing campaigns that would build their brand and generate demand, but they knew their existing marketing tools didn’t support their ambitions.
“Tools like MailChimp and Excel simply couldn’t handle the company’s evolving needs,” said Jonathan Dolby, Marketing Director for Microlise. “If we were going to grow sales, raise brand awareness, and establish ourselves as leaders, we needed to replace our rudimentary and unwieldy systems with a marketing automation platform that provided greater insight into web traffic and email performance, and that better aligned sales and marketing.”
“Act-On’s segmentation tools are powerful. Now we can manage subscriptions effectively, easily personalize communications, and maintain clean lists with minimal effort.”
Microlise’s search for a platform that met all these requirements led them straight to Act-On. But Microlise was also concerned about the cost of implementation, as well as onboarding of users.
“As first time marketing automation users, we needed a platform that was simple to put in place, with a quick return on investment, that also included excellent training opportunities. Act-On was simple to implement, with the system pretty much all set up within hours and ready to use. The onboarding process was good and gave us plenty of support,” Jonathan said. “We were also looking at Pardot, but that would have meant additional costs being incurred, which was prohibitive when looking to quickly demonstrate value and ROI.”
“When I joined the business, and we first started using Act-On, our bounce rate was around 20%. Now we’re down to 2 percent.”
Implementation was quick and went smoothly, and Jonathan’s team got up to speed in no time. They were soon delivering meaningful content their buyers valued, and benefiting from the full range of Act-On’s capabilities.
Act-On has allowed Microlise’s marketing team to reach full velocity. They can quickly set up email campaigns and monitor and optimize their website – all with less effort. For example, after successfully using Act-On to deliver their internal newsletter, they leveraged the Act-On’s email templates to quickly scale-up to a broad range of external campaigns. Now they no longer have to build their emails in HTML first. They can create, run, and analyze campaigns – all within Act-On.
Act-On’s native integration with Salesforce has enabled Marketing to manage their lists with greater sophistication. “Act-On’s segmentation tools are powerful,” Jonathan said. “Now we can manage subscriptions effectively, easily personalize communications, and maintain clean lists with minimal effort.”
The insight Marketing has gained from Act-On, and their greater ability to segment their audience, has led to very positive results, including an email campaign that over the past three years has helped increase attendance at the company’s annual conference from around 600 in 2014 to over 1,200 in 2017.
“Microlise has a bright future, and I know Act-On will help get us there.”
Act-On has also dramatically reduced their bounce rate. “When I joined the business, and we first started using Act-On, our bounce rate was around 20%,” Jonathan said. “Now we’re down to 2 percent. Act-On gives us easy visibility into this, and the tools built into the system ensure failing addresses can be professionally and effectively managed.”
Outbound activity, such as Act-On’s automated email campaigns, have supported significant growth in web traffic. Sales can review lead activity through an Act-On dashboard in Salesforce, and then respond to a prospect quickly and with greater knowledge, which accelerates a purchase.
Looking ahead, Microlise is only increasing its use of Act-On. “Microlise has a bright future, and I know Act-On will help get us there. We’ve integrated Act-On with our Knowledge Portal, which delivers training to users, and we’re also working with channel partners to allow them to benefit from Act-On as well,” Jonathan said.