Company Profile:
CrownPeak is defining the future of content management with cost-effective, easy-to-implement software services for complete Web site management. CrownPeak's 360° Site Management gives Web site managers complete control over the critical functions involved in delivering a successful, revenue-driving Web site.
Challenge:
With a shifting trend in buyers, CrownPeak needed to find a new source for contact data that would identify the right buyers regardless of title or department.
Solution:
ReachForce discovered accurate role-based contact databases enabling the marketing team to target the right decision makers increasing campaign efficiency.
Results:
Using the ReachForce Data, CrownPeak –
Crown Peak Case Study
Targeting the Right Buyers in a Shifting Market
The responsibility of website management is shifting away from IT to marketing and other business departments. CrownPeak, the market leader in Web Content Management delivered as a Software-as-a-Service, saw this shift and knew they needed to change their strategy on reaching these new targeted contacts. The marketing team had used traditional list brokers for contacts for lead generation, but knew that the data they were buying wasn't guaranteed to be accurate. They expected industry average results from these sources but were looking for a ways to be more efficient while trying to increase results. ReachForce presented a new way of building and buying contact data.
CrownPeak tried a list vendor that claimed to provide targeted leads. The campaign resulted in the worst click-through and open rates of any list they had ever used.
"We had identified a shift in the decision maker of website management from IT to Marketing. The contacts could be in one of up to three very different departments. Title-based lists just could not deliver the right contacts," said Chris Bartik, Director of Marketing at CrownPeak. "With ReachForce Discover Services, we were able to define the role needed and find the right people that fit that role, regardless of title or department."
Using ReachForce Discover, Crownpeak was able to deliver a targeted message to the right role-based contacts, regardless of title and department. The marketing team found these targeted email campaigns to be significantly more successful than title-based list executed campaigns. Click-through rates were 3 times higher with twice as many landing page conversions.
"Comparing ReachForce to other list vendors is like comparing a rifle to a shotgun. With title-based lists you hit as many people as possible hoping the message will stick with the right ones. With ReachForce, we are able to sharp shoot our value proposition to the right targets, giving us much better leads to pass on to sales," Bartik continued.
As a direct result of marketing campaigns run with ReachForce data, CrownPeak has seen a 10X return on investment with more opportunities still moving through the pipeline.
About ReachForce DiscoverReachForce Discover is a high-quality contact discovery solution that dramatically improves marketing results and sales conversions by identifying prospects by their role or function in the organization vs. their title.