Act-On Uncovers 35 Hidden Opportunities With Technology Data

September 9, 2015 Sam Laber

"We started running outbound email campaigns using Datanyze technology data back in June. By September, we had created 35 new opportunities from these campaigns, and a few of these have already become closed deals." 

-Melissa Wagner, Marketing Programs Manager

Problems

  • We wanted to improve the open and click-through rates of our email campaigns by finding new ways to engage our prospect database.
  • We needed a solution that would not only help us identify prospects that did not already have a marketing automation solution, but also understand what technology they were currently using so we could target the messaging in our email campaigns.
  • We wanted to provide more information to our sales team about our prospects so they could be more targeted in their conversations.

Solutions

  • Datanyze technology data has helped us increase email campaign engagement. In comparison to other campaigns to this segment, we saw a 200% increase in open rates and almost 300% increase in click-through rates.
  • Since June, campaigns powered by technology data have created 35 qualified opportunities for our sales team, and a few of these opportunities have already turned into deals.
  • Datanyze allows our sales team to understand which technologies their prospects are using so they can have better, more targeted discussions.

Summary

Datanyze data allows us to develop technology campaigns that address the specific needs of prospects. Understanding what technology prospects are using enables us to create campaigns with specific messages that "talked" to their pain points and showed how Act-On could address them. This goes back to the basic premise that companies can no longer get away with "batch and blast", one-size-fits-all messaging. Having this data allowed us to deliver the right message to the right prospect at the right time.

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