DMC Canotec Experiences Improved Lead Generation and Conversions Thanks to Act-On!

Industry: Business Services
Highlights 
  • Able to execute marketing efforts across 4 different branches with a small marketing team
  • Improved marketing/sales alignment thanks to Act-On’s seamless integration with Microsoft Dynamics
  • Access to insights that allow for more personalized and targeted efforts

The Challenge

DMC Canotec is a UK managed services partner, offering B2B companies support and management of print and document solutions, such as copiers and printers. As Canon UK’s number one partner, they resell to other businesses. In addition, the company also has business units offering managed telecommunications, such as Hosted VoIP and managed IT support and services.

DMC Canotec prides itself on its excellent customer service, even offering a Canon Business Center for customers. This center serves Canon UK’s customers in southwest England and is the first of its kind.

Sam Saunders is the Digital Marketing Manager at DMC Canotec and is part of a three-person team handling everything from graphic design, marketing strategy, SEO, content creation, and analytics. The team’s versatility allows them to implement a large variety of projects in house despite their small size.

Although DMC Canotec’s small marketing team brings many skills and a great amount of expertise to the table, the company’s fragmented MarTech stack was hindering them from keeping up with the marketing and messaging needed to support the company’s multiple business units and different audiences. This challenge inspired them to embark on the search for a platform that would allow them to centralize their marketing efforts, be more agile, and enhance the overall impact and effectiveness of their marketing efforts.

The Solution

Before Act-On, DMC Canotec was using a mixture of Mailchimp, Google Analytics, and a handful of free social scheduling tools (Buffer, Hootsuite, and SEMRush). However, these systems were fragmented, which was preventing the team from being more agile when addressing the marketing needs across the organization.

DMC Canotec needed a solution that would allow them to do everything they needed to do in one place. In addition, they were looking for a solution that would integrate with Microsoft Dynamics CRM and help them consolidate their data and analytics to properly measure the efficiency of their marketing efforts as a whole.

“We had numerous demos, and Act-On’s value and functionality really allowed the platform to steal the show in comparison to other marketing automation solutions we considered.”

Sam-Saunders-DMC-Canotec

SAM SAUNDERS

Digital Marketing Manager

The company began their search by looking at the trial version of HubSpot. Although they found the platform was pretty intuitive, it didn’t have all the features they needed from a marketing automation platform. DMC also looked at Marketo and came close to signing a contract, but Sam noted that the quality of customer support was very poor for the type of investment they were about to make, so he and his team decided to go back to the drawing board and do more research.

Luckily, the third time was the charm for DMC Canotec. Act-On caught Sam’s attention after he saw how we were featured in the 2018 Gartner Magic Quadrant, so he decided to find out more about what we were all about. After sitting through various demos and then bringing in other leaders within the organization to help conduct a thorough evaluation, everybody was very impressed with what Act-On could do in comparison to other options they had considered. Sam said, “We had numerous demos, and Act-On’s value and functionality really allowed the platform to steal the show in comparison to other marketing automation solutions we considered.”

The conversion rate is so much better because our leads haven’t just walked in through the door, and they don’t feel like we’re spamming them

“The conversion rate is so much better because our leads haven’t just walked in through the door, and they don’t feel like we’re spamming them. They’ve had an opportunity to get acquainted with us, and we can target them when they’re ready to talk with more relevant information.”

SAM SAUNDERS

Digital Marketing Manager

The Result

Thanks to Act-On’s easy implementation and resources, such as Act-On University and support team, DMC Canotec was able to implement, gain familiarity with, and begin launching campaigns in just a few weeks. Since then, the team at DMC Canotec has fully embraced Act-On and all of its capabilities. In fact, when asked how DMC’s team is using Act-On Sam responded with, “Everything we can do, we do.”  

DMC Canotec is currently using Act-On to run outbound, lead generation, and nurture campaigns. DMC Canotec has also taken advantage of Act-On’s forms and landing page features, which have allowed Sam and their team to target customers in different verticals with more targeted content.  Their click rates are consistently near 25% (9% above industry average), the click-through-to-open rate is around 3% (1.5% above industry average), and Sam believes DMC is saving about 3 days each month in employee resources thanks to Act-On.

In addition to enabling him and his team to provide customers with more tailored information, Sam appreciates that Act-On’s adaptive forms allow DMC Canotec to gather the information they need to transform their marketing much more effectively and efficiently. “Act-On’s progressive profiling is a great feature because we’re not asking our leads a full page of questions at once, but instead 3 or 4 at a time, which works out great. We’re trying to use these forms to add more personalization to our marketing.”

The marketing team at DMC Canotec has also been taking advantage of Act-On’s seamless integration with Microsoft Dynamics and lead scoring capabilities, which Sam claims have revolutionized DMC Canotec’s marketing.

“Act-On’s lead scoring has transformed the way we do marketing because once a lead hits the magic mark, they automatically get pushed to the CRM. We get an alert, and they get transferred to the right member of our sales team. With MailChimp, we would have to manually export our results, cross-reference our surveys to verify that our leads had actually filled out a form, and pass that information on to sales.”

This integration has also helped foster better marketing and sales alignment within the organization. Sam notes that members of the sales team get insights they need to close new deals, which makes the process much more convenient and efficient for everyone involved.

“The conversion rate is so much better because our leads haven’t just walked in through the door, and they don’t feel like we’re spamming them. They’ve had an opportunity to get acquainted with us, and we can target them when they’re ready to talk with more relevant information.”

Sam believes Act-On will help his team scale their marketing efforts as DMC Canotec continues to grow in the future.

“Act-On allows us to be agile and work as if we were larger than a three-person team because of the automation. Being able to actually sit down and implement a campaign can be a hindrance when you’re dealing with multiple business units, but Act-On has allowed us to make that process more simple and efficient.”

About DMC Canotec

Established in 1991, DMC Canotec’s core values of simplicity, innovation and excellence have helped the company grow into one of the largest, most advanced suppliers of print and document management solutions in Europe.

Combining customer-centric insights with their expertise in change management and process automation, DMC Canotec ensures that ‘going digital’ improves productivity, security, agility and ROI.

About DMC Canotec