Demand Generation - Act-On

Successful demand generation requires using a variety of tools to drive website traffic, and then to convert this traffic to sales-ready leads.

The Act-On Marketing service gives you all the tools you need to integrate your outbound marketing campaigns with trackable assets (such as web forms, landing pages and tagged website pages) that can help you capture leads. Act-On's automated "drip" programs and webinar management programs let you nurture these leads efficiently till they qualify for your sales funnel.

Capture New Leads

Create Act-On forms for your website, to collect signups for your newsletter or to collect registrations for white paper downloads.

Build Act-On registration pages for your events. Creating professional looking content is very simple, and requires no HTML or Javascript coding.

Use Act-On to drive traffic to your forms and landing pages via email and Twitter campaigns. Get trackable URL's to your forms and landing pages and use them in your Google ad campaigns. Act-On's real-time reporting will show you which of your campaigns is most effective at driving traffic and conversions.

Does Your Website Generate Leads?

Add a tiny snippet of invisible HTML code to each of your website pages and turn your website into an active engine for generating leads.

Even though most visitors to your website are anonymous, Act-On uses their IP address to tell you, in real time, which companies are visiting your website. Use services like Hoovers or DemandBase to locate the most relevant contacts at these companies.

Find The Best Prospects

Use Act-On "drip" marketing programs to send a series of targeted email campaigns to your new leads.

Send campaign messages that contain a variety of "calls to action" such as data collection forms, white paper downloads, event invitations, vCards, and more. Their responses to these campaigns allows you to build an extended profile of their interests.

Segment your leads using dynamic queries that combine profile attributes and response behaviors.

For instance, "All VP's from NY and NJ who visited the Pricing page in the last 30 days" is probably a "hot" segment that is ready for sales. On the other hand, "Everyone who opened at least 3 messages but did not click through" might need to be nurtured a while longer before becoming ready for sales.

Hand Off To Sales

Set up an automatic synchronization schedule to push the contents of *hot* segments to Salesforce.com for follow-up by sales.

Push all the relevant marketing touch points also back into Salesforce, so that the salesperson has a complete picture of what has transpired to date when following up with a prospect.