Turns to Marketing Automation to Increase Profitability and Enhance Client Success
BEAVERTON, OR–(Marketwired – Jan 15, 2014) – Act-On Software, a leading provider of cloud-based integrated marketing automation software, today announced that To The Point Marketing (TTPM), a full-service interactive marketing agency with a portfolio of established B2B and B2C brands, has adopted Act-On for Agencies to better plan and execute multifaceted sales and marketing campaigns.
Prior to implementing Act-On, TTPM had cobbled together a homegrown solution using its email service provider (ESP) to build client campaigns and prospect for and generate leads. The process was extremely laborious and time consuming, and TTPM knew that it wasn’t a scalable operation. The agency was spending 80 percent of its time manually managing all of the moving pieces involved in its clients’ digital campaigns, and quickly realized that its current model wasn’t compatible with profitability.
“More and more, we were piecing together our ESP with temporary workarounds to build client campaigns,” says Mary Alice LaPoint, the agency’s president and chief strategist. “It worked for a while, but it was extremely manual. It was getting to the point where we couldn’t charge enough to recoup the number of hours it took to run complex campaigns. There was no ROI on our labor rates.”
Managing a client’s automated lead generation program used to require two full-time employees, but now only requires 20 percent of the employee’s time. Act-On has improved TTPM’s overall resource efficiency by 80 percent by enabling TTPM to manage, provision and share marketing assets across accounts. This has translated into reallocating resources to take on additional client accounts. The increased efficiency has also given TTPM greater flexibility with budgets, allowing them to deliver additional value to its clients without having to charge for it.
TTPM’s clients include B2B and B2C businesses, whose distinct target audiences require different marketing approaches. Despite the differences in strategies and business type, each client shares the same fundamental need: attract new and repeat customers. Marketing automation has proven to be the linchpin for client success. TTPM has been able to take its client programs to new levels of sophistication — and its own business to new levels of profitability.
Concludes LaPoint, “Since working with Act-On, headcount is up 50 percent and revenue has tripled. Act-On is a great company with a great product. It’s definitely helped us and our clients grow to the next level of success.”
The in-depth case study can be found here.
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Act-On is a leading provider of integrated marketing automation software, helping 2000+ companies to tie inbound, outbound and nurturing programs together — across email, web, mobile, and social. Our customers achieve superior Return on Marketing Investment by using sophisticated behavioral data to increase engagement throughout the customer lifecycle, reduce the cost of customer acquisition, and strengthen customer loyalty. Act-On’s fresh approach to marketing automation gives its users full functionality without the complexity other systems impose, and makes campaign creation and program execution easier and faster. Act-On offers a best-in-class professional services team, around the clock customer support, and the APEX ecosystem of partners to provide clients with the tools they need to achieve marketing success.