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AuditFile achieves conversion rates as high as 67% thanks to Act-On’s easy-to-use automation!

Industry: Financial Services/Technology
Highlights 
  • Averaged conversion rates between 60-67%, exceeding SaaS industry averages for trial-to-paid customers
  • Equipped with the necessary tools to effectively target and engage customers in a highly competitive environment
  • Able to manage a wide array of marketing and sales activities with a small team

The Challenge

AuditFile offers market cloud-based audit automation software to public accounting firms — primarily in the US, but it sells its products to firms based abroad as well.

Thanks to the subject matter expertise within the organization, AuditFile has created the first truly open cloud-native, all-in-one audit automation platform for accounting professionals, which offers users a sophisticated design and easy sign-up process. These distinguishing features have allowed the company to grow its customer base to over 400 public accounting firms, which is a huge feat for a fairly new organization, especially considering the limited size of their target market (only 19,000 public accounting firms in the U.S. regularly perform audits in a tangible sense).

Despite the strengths of its platform, AuditFile had to be very targeted and impactful to reach their audience at the right time in a highly competitive environment. Public accountants, the company’s target market, are accustomed to purchasing software during certain times of the year, so AuditFile has to ensure that its marketing efforts aren’t getting lost during busy season or in the buzz that traditionally follows. Because many firms typically sign long-term contracts with their software vendors, AuditFile’s marketing and sales team have to be calculating and exacting with their strategy to make the most out of a very small window of opportunity.

Erika Schonberg is the head of marketing and business development at AuditFile. When she first arrived, she immediately noticed the need for a solution that would allow her team to develop and implement a more robust marketing and sales strategy, and she knew exactly which vendor she had in mind.

The Solution

To attract and capture the attention of AuditFile’s audience at the right time, Erika and her team needed a solution that would empower them to deliver highly targeted nurture campaigns. Erika also wanted a platform that would equip AuditFile’s marketing team with the necessary tools to effectively engage, onboard, and nurture existing customers and seamlessly integrate with Salesforce, the company’s preferred CRM.

Erika had experience using Act-On at various organizations over the past 10 years and knew that the platform’s strong functionality, ease of use, and strong customer support were exactly what AuditFile’s small team needed to exceed their marketing goals. Her experience watching Act-On innovate and enhance the platform over the years also made her confident that it was a solution that would be able to grow with the organization.

“One of the things that I appreciate about Act-On is that even though the product has become more sophisticated over the years, it hasn’t become more complex. I’ve worked at a lot of software companies where that isn’t the case. Customers will request features, and once you start adding those enhancements it becomes hard to keep the platform clean, intuitive and easy to use. In my opinion, Act-On has done a really good job at innovating its platform.”

“We looked at Marketo, Eloqua, and Pardot, and one of the things I found about them, in general, was that they were too cumbersome to manage for a company our size and overpriced for what I needed to do. Act-On, in comparison, is a platform that has been able to grow according to my needs.”

ERIKA SCHONBERG

Head of Marketing and Sales

While Erika came into her position at AuditFile set on implementing Act-On, she had explored and used other marketing platforms at other companies. A previous company she had worked at used HubSpot, but she noted they had to abandon the platform because it was too complicated to implement at the time. She also participated in a search at the same organization where she and her team evaluated several marketing automation platforms but found them too complicated for what her team was trying to accomplish.

“We looked at Marketo, Eloqua, and Pardot, and one of the things I found about them, in general, was that they were too cumbersome to manage for a company our size and overpriced for our needs. Act-On, in comparison, is a platform that has been able to grow according to my needs.”

AuditFile mobile view

“Having limited resources forces us to be really smart about how we spend our marketing dollars and where we invest our time. Leveraging Act-On to automate our marketing and sales processes enables us to do both.”

ERIKA SCHONBERG

Head of Marketing and Sales

The Result

Act-On has been instrumental to AuditFile’s marketing strategy. Erika’s team is using the platform to automate portions of its sales processes, lead nurturing, and even the customer onboarding process. She notes that the platform has enabled her team to allocate their resources where they are needed most:

“Having limited resources forces us to be really smart about how we spend our marketing dollars and where we invest our time. Leveraging Act-On to automate our marketing and sales processes enables us to do that.”

Currently, AuditFile is using Act-On for web visitor tracking, customer list segmentation, lead scoring, nurture programs, social sharing, email campaigns, and connecting all this activity back to their instance of Salesforce CRM. Erika says she really appreciates how Act-On enables her to not only consolidate AuditFile’s marketing efforts but also get a holistic view of how they are performing. “I really appreciate the fact that I have that one view and easily see how people are interacting with the various activities we manage through Act-On.”

Erika also notes that a recent interaction with a much larger business partner solidified her confidence that Act-On was the best choice for AuditFile. The company’s partner was using another, much more expensive, marketing automation platform that was overly complex, leading to roadblocks as they were trying to launch a joint campaign.

“I was surprised that they had to bring in an outside consulting company with specific expertise with the marketing automation platform that their team had already used. In the end, we ended up using Act-On to manage all of it because I already knew how to do everything we needed to do within the platform.”

In addition to benefiting from Act-On’s ease of use, AuditFile has also been able to both achieve and measure incredible results thanks to the platform. While trying to accurately track metrics used to be a challenge for the organization, Erika is now able to report results that demonstrate the excellence of both its auditing software and supporting marketing efforts.

“Our conversion rate from the trial sign up to paid customer is consistently between 60-67%, significantly higher than the industry’s 20-25%, and much of that is due to the experience customers receive through our marketing and while using our software.”

Act-On will continue to be a staple for AuditFile moving forward, and Erika believes that Act-On has equipped her team to expand its marketing efforts as the needs of the organization grow. “The goal has always been to allow us to easily scale sales and marketing as we grow our team and our customer base, and I think Act-On has set us on the right path to do that.”

AuditFile

AuditFile is a secure, cloud-based solution that helps CPA firms and internal audit teams perform efficient audits, reviews, and compilations. Since 2011, thousands of auditors have trusted AuditFile, making it the world’s leading provider of cloud-based audit management solutions.

AuditFile Success Story