How Serenova used real-time form enrichment to automate their unique account ranking algorithm and increase inbound marketing growth by 500%
Serenova is a globally scalable contact center-as-a-service (CCaaS) provider.
Serenova leverages a proprietary algorithm and sales-boosting model that enables its internal sales team to focus on the lifetime potential of the account instead of only capturing the initial sales opportunity. In order for this forward-thinking account ranking process to work correctly and e ciently, Serenova needed real-time data enrichment technology to automate the process.
Serenova’s sales algorithm cannot function without immaculate, relevant data, but Baker Johnson, senior vice president of marketing at Serenova, didn’t want to allocate more manpower from their already-busy team to standardize, de-duplicate and verify lead data. Instead, he turned to SmartFormsTM to automate the process, free up his team and ensure their algorithm had the high-quality data it needed for sales to focus on the right leads.
SmartForms by ReachForce is used by Fortune 500 companies and tech start-ups to automate lead enrichment by appending contact and account data, including demographic, firmographic and technology data, to webforms in real-time. Built on the company’s proprietary technologies and methodologies, SmartForms provides up to 120 relevant data points to help B2B marketers build a complete picture of their prospects.
“We love working with ReachForce—their account management service level and personal relationship building has been phenomenal. The implementation process can be described as easy and straightforward and the team was responsive and respectful of our timeline,” said Johnson.
Aside from automating their segmentation model, Serenova saw SmartForms as an ideal compromise between onerous forms that turn customers away and ungated content that doesn’t capture data. “The firmographic data that SmartForms automatically appends to our leads is vital to the success of our sales boosting algorithm and saves our business development team from having to enter the data manually,” says Johnson. “SmartForms empowers our sales team members with frictionless conversion data to better aide in their sales efforts.”
With ReachForce, we gain insights into the people in our database without requesting information from them directly. This frees us to tap into subscriber behaviors on our sites and in response to our emails to determine the next best content offer.
SmartForms provided both the functionality needed to keep our forms short and conversions high, as well as volumes of additional critical data we didn’t previously capture at the point of entry.
“Marketo Real-Time Personalization and ReachForce SmartForms are enabling us to quickly scale the demand generation engine. SmartForms helps by capturing valuable data we need about our site visitors by appending up to 100 different data points, including address, industry, and revenue. Because of this data, our lead routing accuracy improved 43%.”
"Marketo and ReachForce put us at the leading edge of marketing technology, so we can reach customers faster and more effectively.”
Serenova’s proprietary approach to sales which leverages SmartForms has multiplied overall lead generation by a factor of 12.5, doubled their sales pipeline production and quadrupled their average deal size in the last 1.5 years.
By automatically appending important data to web forms without inconveniencing customers, SmartForms has increased inbound marketing growth by 500% and is able to keep prospects satisfied with a positive user experience. With SmartForms, Serenova can implement hyper- targeted segmentation to boost ABM efforts and focus on the bigger deals that are a good match for Serenova’s industry and revenue targets, ensuring the sales team is making the most efficient and productive use of their time. Since implementing SmartForms, targeted opportunities have increased from less than 2% of their pipeline to 27%.