Simpleview experiences a 196% increase in web qualified leads in the first 4 months of redesigning their website to align with Act-On!

Industry: Travel and Technology
Highlights:
  • Experienced a 196% increase in web qualified leads in only 4 months
  • Achieved a 34.57% open rate and 5.80% click rate — both above industry average — by synchronizing CRM contacts with Act-On and implementing behavioral segmentation
  • Tracked and illustrated visitor behavior across 6 company websites

The Challenge

Simpleview is travel and tourism’s leading provider of CRM, CMS, and digital marketing technology for 900+ destination marketing and travel organizations that are focused on promoting tourism and business activity in their respective cities. The company currently offers customers over 30 tourism and travel-related products and services aimed at helping them reach and appeal to their target audience. 

Since being established in 2001 in Tucson, Arizona, Simpleview has grown to include eight offices across five countries in two different continents. With the median destination organization’s budget standing at around $3.28 million and direct spending from resident and international travelers in the U.S. averaging $2.8 billion per day, there is plenty of opportunity for growth within the travel and tourism industry (1,2). Simpleview strives to empower organizations within this industry by continuously looking for ways to improve and expand product and service offerings to better serve new and existing customers.  

This dedication has enabled Simpleview to grow exponentially, increasing their staff by 51% in the last 12 months alone. Yet, despite this rapid growth, the company has a very small team that is responsible for executing all of their marketing efforts, — requiring significant skill and expertise from every team member. 

Simpleview knew that in order to empower this group of talented marketers to do even better work, they needed a solution that would enable them to move beyond sending emails and improve their ability to nurture leads and customers, distribute content for maximum impact, and track their marketing efforts. 

The Solution

As Simpleview began searching for a marketing automation platform to broaden their toolset beyond that of a traditional ESP,  they noticed that many of their customers also lacked the people and resources necessary to develop, implement, and launch robust and effective marketing strategies. Simpleview saw this as an opportunity to search for a partner that would allow them to offer their customers a marketing automation solution that was compatible with their CRM and destination management system (DMS)

“Since implementing Act-On two years ago, we’ve learned how to use the tool smarter and more strategically every month. We continue to dive deeper into the rich features and find new ways to embed them into our day to day operations.”

NATE CASIMIRO
Marketing Operations Manager

During their search, Simpleview also considered Marketo and Campaign Monitor but Nate says they chose Act-On because they believed it would be the best solution to integrate with their CRM and benefit both them and their clients.

“It was apparent that adopting marketing automation was a necessity for our customers and us to be able to deliver the best marketing experience. We had to find a solution that would enable us both to move beyond sending emails so we could focus on nurturing our customers and creating a more personalized and enjoyable customer experience.”

“Act-On has been a game-changer. It’s really helped us collaborate with Sales to create a unified strategy and share information as our company grows and our products and services continue to expand.”

NATE CASIMIRO
Marketing Operations Manager

The Result

Since implementing Act-On, Simpleview has amplified their marketing efforts while offering customers such as Traverse City Tourism the opportunity to do the same. 

Most recently, Simpleview redesigned and relaunched their website to take full advantage of all of Act-On’s capabilities. Simpleview has beaconed and adapted the information architecture of six company websites to align with Act-On’s website prospector in order to improve their ability to track user behavior. 

In addition, all of Simpleview’s website forms now utilize Act-On to provide marketing and sales with valuable insights into clients and prospects. And while content distribution used to be a challenge for Simpleview, Act-On’s media library has enabled them to design a front-facing media center for clients on their website — all gated content, whitepapers, data sheets, and webinars are uploaded to the Act-On media library for tracking.

Nate notes that these changes have enabled Simpleview to achieve amazing results in only a few months. 

“Ever since we redesigned our company website to align with Act-On, we’ve seen a consistent increase in form submissions and web qualified leads for four consecutive months. Our form submissions increased by 196%, going from a total of 103 in April to 305 in July!”

Apart from optimizing their website to align with Act-On’s capabilities, Simpleview is using our marketing automation platform to ramp up their email marketing efforts. The company has graduated from simply sending batch-and-blast emails (as they had been with their ESP) and is now leveraging data-driven segmentation to better target their audience. Nate says that Simpleview is now grouping clients by product/service and prospects by lead score, country, and region — and they’re achieving amazing results. 

“Moving our marketing efforts from an ESP to Act-On has allowed us to achieve a 34.57% open rate and 5.80% click rate — both above industry average. Our hard bounce and unsubscribe rates are also far below industry average.” 

Simpleview is also making great use of landing pages and forms. The marketing team uses the landing page editor to create desginations for their Google Ad campaigns, improving their ability to provide new visitors with a more personalized user experience. Simpleview has also limited inline hyperlinks on product pages so that visitors are guided through a CTA to an Act-On form or landing page. As it continues to expand business abroad, Simpleview is also using forms to help them follow GDPR compliance best practices.

Act-On, has empowered Simpleview to do more than strengthen their marketing efforts, however. Our platform empowers them to implement multiple sales enablement initiatives for their business and account services teams. The company’s business reps now utilize lead scoring reports and website prospector alerts, which has improved their ability to target hot leads. In addition, Simpleview’s account services team members use Act-On Anywhere to easily view customer insights and access Gmail templates. 

Nate says that these features within Act-On have helped bridge the gap between marketing and sales and improved collaboration among the two teams. “Act-On has been a game-changer, and it’s really helped us collaborate with sales to create a unified strategy and share information so that we can more easily accomplish the immense amount of work that we have to do.” 

Although Simpleview has already achieved amazing results with Act-On, this is just the beginning of their journey toward fully leveraging marketing automation. Nate says that Simpleview plans to make Act-On an integral component of their marketing strategy as the company continues to expand. 

Since implementing Act-On two years ago, we’ve learned how to use the tool smarter and more strategically every month. We continue to dive deeper into the rich features and find new ways to embed them into our day to day operations.”  — Nate Casimiro, Marketing Operations Manager

Simpleview

Simpleview is travel and tourism’s leading provider of CRM, CMS and digital marketing technology for 900+ destinations.