Wistia Markets ExactTarget's Pardot
Jan 22, 2013 (Close-Up Media via COMTEX) --
Online video hosting company Wistia announced that it increased conversion from its free trial program by nearly 30 percent with lead management campaigns powered by marketing automation provider, Pardot, an ExactTarget company.
According to a release, Wistia triggers Pardot-powered automated drip marketing campaigns that feature blog content and personalized emails to re-engage prospects, resulting in Wistia nearly doubling its customer base within its first year.
"Before working with Pardot, we didn't have a systematic way to capture leads," said Ezra Fishman, Wistia's marketing director. "Working with Pardot, we are able to market to prospects and existing customers, by automating the lead tracking and nurturing process, resulting in strong business results."
Wistia said it creates, deploys and manages its online lead nurturing campaigns using Pardot, capturing the top of funnel leads for tracking and lead nurturing. With insight into the prospect, the company sends targeted emails, depending on how far along they are in the sales cycle.
"Sending exactly the right message at just the right moment can really impact conversions, and marketing automation takes the hassle out of that process," said Adam Blitzer, ExactTarget's vice president of b-to-b marketing automation and Pardot co-founder. "Wistia's campaigns help the online video host market broadly to prospects and customers while providing personalized communications to advance the sales cycle."
Forrester research estimates that lead origination and lead nurturing accounts for 21 percent of the overall b-to-b marketing budget -- the largest component of b-to-b marketing spend. (Forrester Research, Inc., July 2, report, "The State of Lead-To-Revenue Management").
Wistia noted that its campaign follows the release of a new commissioned study conducted by Forrester Consulting on behalf of ExactTarget that found 35 percent of marketers ranked managing marketing campaigns across multiple marketing point solutions as one of their greatest challenges - despite 78 percent who said they believe cross-channel marketing is important or very important to their business.
Acquired by ExactTarget in October, Pardot enables marketing and sales departments to create, deploy, and manage online marketing campaigns that increase revenue and maximize efficiency. Featuring certified integrations with salesforce.com, NetSuite, Microsoft Dynamics CRM and SugarCRM, Pardot powers lead nurturing and lead scoring to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability.
ExactTarget is a global provider of cross-channel interactive marketing software-as-a-service solutions.
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