When it comes to successfully engaging a lead from their first website visit to their purchase decision, automation is key.
This idea is why Optify, a provider of B2B marketing software, developed Optify Connect, a system capability that presents the entire behavioral history and known information about a lead in one place. It also ties new contacts with their anonymous visit history to connect separate visits regardless of the contact’s source, cookie status or last visit, in an effort to give marketers a 360 degree view of their leads.
Optify Connect, which is built on the company’s marketing automation suite, is for professional B2B marketers and digital marketing agencies. R2integrated, a digital/social marketing and technology firm, filled the bill and made the decision to go with the Professional Version of Optify (about a year and a half ago) to gain insights into its website activity. The company’s Director of Marketing and Communications Samantha Devita is glad they did.
"Over time, Optify has become a day-to-day operational tool within our department,” said Devita. “Business decisions, campaign budget allocation and optimizations are driven based off the valuable information Optify Connect is providing, and our lead maturation programs have been highly successful.”
Of the Optify Connect features, r2i uses its Email Manager application (built on the platform of ExactTarget), Landing Page Builder (includes out of the box Salesforce integration and A/B testing) and alerts notifications tools to segment, message and collect lead intelligence for its Business Development team. Also included in Optify Connect is Contact Manager, which, among other features, automatically mergers duplicated contacts and provides detailed visitor information that can be exported at any time.
For its purposes, r2i has seen an increase in ROI.
“Optify Connect allowed us to connect offline activity with online activity, bridging the gap between offline and online marketing campaigns,” said Devita. “Using Optify, we were able to directly tie attendees of our open house event to prospective and closed business, which has provided great value in terms of ROI.”
Additionally, r2i was able to synch Optify Connect to its existing Salesforce account, which enabled the company to provide detailed insights to its Business Development team.
“At a high-level, Optify Connect provides historical behavior, trending insights that enable us to make valuable business decisions, and now we have a complete view of leads that had previously been anonymous,” said Devita. “Granularly, our Business Development team is able to effectively nurture leads based off previously exhibited lead behavior. Optify (powered by the Optify Connect capabilities) provides the intelligence necessary for both marketing and sales decisions.”