Magazine article CRM Magazine

Climbing to New Heights of Lead Generation: Looking to Expand Its Library of Ideas, CrownPeak, a Provider of Web Content Management Software, Turns to Demandbase to Target More Customers at Less Expense

Magazine article CRM Magazine

Climbing to New Heights of Lead Generation: Looking to Expand Its Library of Ideas, CrownPeak, a Provider of Web Content Management Software, Turns to Demandbase to Target More Customers at Less Expense

Article excerpt

* Tell us about your organization. At CrownPeak, we've been in business for nine years, doing Web content management for online marketing. We make it very easy for online marketers to edit, manage, and work with Web content wherever it lives--mostly on the site, but it's now spreading out to social media, microsites, and landing pages. We have a software suite that helps online marketers manage all that content through workflow and publish it out to all those different mechanisms. We also provide analytics tools to help measure the effectiveness of that content.

* How'd you turn to Demandbase for lead generation? A couple of years ago we were looking at list-building. We were intrigued by Demandbase, a fairly young company, and its concept of "an iTunes for building lists." Because of what we do, it's a very focused audience that we go after--directors and vice presidents at midsize and large organizations. Looking at building lists for lead generation programs is how we got turned on to Demandbase. Instead of lists coming in through a service like Hoovers, Demandbase is an online service and something we could do ad hoc as our own lead-gen programs and cold-calling efforts needed to be supplemented. One of the nice things with Demandbase is that it gives a lot of extra information--including lead-grading. It works great.

* What was the next move? A little over a year ago, Demand-base offered its Stream product [an on-screen ticker that identifies Web-site visitors in real time]. We signed on and now use it to do two things--primarily in marketing with real-time logic to see who's coming to the Web site and to detect if an active lead needs to be passed off to sales; and, two, to supplement information we might not have in our marketing CRM database. We can supplement [customer records] in Salesforce.com and build the quality of our marketing database over time.

* What have the results been? We've seen a big improvement in the quality of our opt-in--we're having much-more-relevant conversations with people because we know who they are. Where Demandbase really helps is with our organic-traffic acquisition. Ultimately what I'm trying to do is raise my unpaid traffic and decrease my paid traffic so that I drive down my costs . …

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