Magazine article CRM Magazine

Brainshark Satisfies Hunger for Leads: Data.com Helps Deliver "The Best Possible Audience" for Marketing Messages

Magazine article CRM Magazine

Brainshark Satisfies Hunger for Leads: Data.com Helps Deliver "The Best Possible Audience" for Marketing Messages

Article excerpt

Relevancy is everything in Brainshark's business.

As a provider of cloud-based solutions helping companies and individuals create, share, and track online and mobile video presentations, Brainshark promises users an interactive experience beyond the static PowerPoint presentation. Brainshark's technology lets users see who watched their videos and for how long, see what files they looked at, and embed surveys and poll questions within presentations. From Staples retail store training to marketing campaign collateral at an investment firm, the use cases for B2B video know no bounds.

When Brainshark markets and sells its video solutions and products, it runs campaigns based on vertical, geography, function, or specific application. An inherent challenge is identifying whether an audience is the target audience to be messaging in the first place.

"We saw [an] opportunity to accelerate our growth by getting better at delivering more relevant messages to the wide variety of audiences that we campaign to," says Art Gehring, Brainshark's senior director of demand generation.

In November 2011, Brainshark looked to Data.com, a provider of business contact data and information integrated with the Salesforce.com CRM system, to help find stronger leads for demand generation purposes.

Brainshark had sourced leads in a more "traditional manner" using bulk lists, but Data.com gave it more control over campaigns through a subscription-based model offering fresh lead information that would integrate with its Eloqua marketing automation platform and Salesforce.com connector.

"When you're in the client [application], you can see exactly what the options are and really drill down and get the best possible audience for your message," leading to better response rates and less people unsubscribing from email campaigns, Gehring says.

By using Data. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.