Optify Readies AdReady's Leads, Shoots Conversion Rates By Nearly 200 Percent

“So many leads/so little time” summed up the dilemma faced by AdReady, a company which makes digital display advertising solutions. The firm experiences high site traffic yet it also targets different customer segments such as agencies, publishers, large advertisers and do-it-yourself advertisers. Unfortunately AdReady sales team didn't have a scalable system to prioritize its high volume of leads.

Now, thanks to Optify (News - Alert), AdReady can quickly sift and segment and prioritize them so it can pick the most likely, cost-effective and profitable potential business. And in doing so it has dramatically improved conversion rates, lead generated and web traffic.

AdReady evaluated and selected the Optify Real Time Marketing suite in 2009 to address its challenges. Using the Optify Lead Scoring application, the AdReady sales team created unique lead scores for each segment to qualify publishers, agencies and premium leads. Using information gleaned from the click level tracking of visitors, Optify instantly assigned a score to each website visitor and lead.

The AdReady sales team also established a new lead type they labeled “Optify Leads” within their Salesforce.com (News - Alert) account by using Optify’s Salesforce.com integration solution. These were anonymous visitors who triggered a high lead score, but did not fill out a form. The Optify Lead Scoring and Lead Intelligence applications gave the AdReady sales team a way to prioritize call activities and expand its lead pool. Additionally, the Optify Lead Intelligence application provided greater insight into the prospect’s area of interest, and allowed AdReady to allocate leads appropriately based on the customer segment.

Using the Optify Lead Scores, the AdReady sales team was able to automatically qualify over 80 percent of their lead flow and allocate the leads to the right sales person based on their unique lead scores. This level of intelligence about each lead in turn increased AdReady’s conversion rates by 189 percent. Optify’s Real Time Marketing Software also improved SEO, which delivered a 103 percent increase for Web traffic and 196 percent increase in leads generated.

The AdReady sales team used Optify to receive daily e-mail reports showing exactly which companies were on the site the previous day. The sales team obtained insight into how engaged the prospect was, which pages of the site the prospect visited and see how long the prospect spent on each page. This information helped the AdReady sales team hone their conversations with each prospect, focusing immediately on the customer’s area of interest.

The AdReady sales team also created alerts using the Optify Alerts application to be notified when leads from specific companies in the sales pipeline arrived on the AdReady website. This made it easy to track specific visitors after sales calls and discover what pieces of content on the AdReady website were driving form submissions and customer.

“With Optify, we grew the number of leads we captured from anonymous visitors in a very short timeframe,” said Jonah-kai Hancock, director of marketing at AdReady. “We saw steady month-over-month growth in the number of visitors and leads we tracked and were able to automatically score and prioritize with Optify, allowing us to better focus our sales efforts and achieve results.”“Our customers are dealing with a significant gap between their marketing and sales departments, which as a result, is greatly impacting their bottom line,” said Brian Goffman (News - Alert), CEO and co-founder of Optify. “AdReady is a perfect example of how enabling sales and marketing to work together as a cohesive unit can improve business results. When each team is able to share information and work together to consistently achieve goals, they will inevitably fill the sales cycle and close more deals.”
Brendan B. Read is TMCnet’s Senior Contributing Editor. To read more of Brendan’s articles, please visit his columnist page.

Edited by Erin Monda