SAS® marketing team boosts lead-to-sales-opportunity conversion rates by double digits
The explosion of digital technology has not only changed the way we communicate with our friends, families and bosses, it has practically redefined the relationship between vendor and customer. And with so much product and vendor information just a click or a tap away, the customer is more informed than ever. And empowered.
Buyers have instant access to every piece of marketing material about you – and your competitors. They can solicit and receive real-time opinions about you from their peers and colleagues – and complete strangers – across the company, across the industry and across the world.
"Online is where prospective buyers will indicate that there is a sales opportunity and tell you what their distinct business issues are – and, often, it's the first time they engage with a vendor," explains Matthew Fulk, Senior Manager of Database Marketing at SAS. "Buyers expect marketers to listen and, in return, deliver relevant content."
"We implemented a lead-nurturing strategy that tracks and acts upon online behavior, automates communications to prospects, scores Web leads on their likelihood to respond favorably and improves lead-to-open-sales conversion rates," Fulk says. "We use predictive analytics to evaluate a customer's propensity to buy, to create analytical segmentation and to provide cross-channel optimization. All of these technologies enable sophisticated, game-changing capabilities in the world of B2B digital marketing."
Using SAS® Marketing Optimization, the team slashed targeted blast lists by an average of 48 percent, thus lowering opt-out rates by 43.75 percent and increasing click-through rates by 15.56 percent.
100 data elements, three silos
Know who's ready to buy
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.
Copyright © SAS Institute Inc. All Rights Reserved.
Matthew Fulk, Senior Manager, Database Marketing
Implement a lead-nurturing strategy that engages prospects in relevant, meaningful two-way conversations via online channels
SAS Customer Intelligence, including SAS Marketing Automation, SAS Digital Marketing and SAS Marketing Optimization
Double-digit increase in lead-to-sales-opportunity conversion rates, four-fold jump in click-through rates, 100 percent increase in campaign response rates
“Buyers expect marketers to listen and, in return, deliver relevant content.”
Senior Manager, Database Marketing