While industry surveys over the past three years have shown that the majority of companies (maybe 70%+) already use a marketing automation platform, there are still plenty of companies purchasing and implementing this key system. One indication that the market is still thriving is the growth of HubSpot, a major marketing automation provider which saw subscription revenue grow by 40% in 2017. Like other SaaS products, marketing automation systems may integrate with some CRM, collaboration/training, and other systems out of the box, but they typically don’t connect automatically with all the key systems a marketing team needs. That’s a big gap, that Scribe’s cloud-based integration platform can fill.
Effective data integration among multiple systems is critical to how efficiently sales and marketing teams can function. Only when data from the website, the CRM platform, and the marketing outreach platform is all tied together and readily-available can they evaluate and adjust efforts to connect with prospects and customers.
Without integrated systems, marketing and sales teams have to manually transfer data among systems—taking up valuable time that could be spent with prospects and customers. Other teams discover they simply can’t rely on the integration process; it breaks down frequently with no insight into what’s wrong.
As Adtech Global—which provides contact center workforce optimization solutions—took on these challenges, the company wanted to grow the business by turning its website into a more effective lead-generator. But the company also discovered that leads were not being collected from the website. Instead, prospects had to call, and the sales team would then have to manually enter information into the company’s CRM system.
The process was inconvenient for prospects and cumbersome for Adtech—business was lost due to incorrect and missing information. In addition to causing trouble for sales, the manual process and lack of marketing technology made effective digital marketing impossible—the team had no way to nurture or reach out to more than a few leads at a time.
Adtech realized it first needed to automatically capture details of prospects from the website and solved the challenge by turning to the marketing experts at LyntonWeb. LyntonWeb recommended deploying a HubSpot marketing automation system integrated with an existing Microsoft Dynamics CRM platform to allow Adtech to track leads and engage with prospects.
LyntonWeb then integrated the two systems and the Adtech website using Scribe Online. The solution now automatically captures leads from the website and delivers several key benefits:
- Transfers valuable prospect data across technology systems.
- Provides information on lead sources and website visit timing.
- Provides full commentary around prospect interests and activities completed on the website.
- Generates automatic notifications when leads are created.
- Enables sales to follow up with leads the day information is collected.
Ultimately, all these new capabilities improve the close rate of the Adtech sales team while also helping marketing improve campaign effectiveness. “The data we now have access to through Scribe’s connectivity provides instant value to marketing and sales,” says Haley Partus, Marketing Manager at Adtech Global. “This allows us to proactively follow up on leads and nurture them with the right tools and information for each step of the buying process.”
To find out more about the benefits Adtech generated by integrating its website, CRM and marketing platform using Scribe Online, check out the complete case study.
