Salesforce Marketing Cloud
CUSTOMER STORIES | Software & Technology
Salesforce Marketing Cloud DOCALYTICS DRIVES 190% INCREASE IN LEAD CONVERSION
AT A GLANCE
As a digital marketing company themselves, the Salesforce Marketing Cloud (formerly ExactTarget) team knows it’s never been more important to develop real relationships with your customers. The team distributes valuable content to prospects and customers as a way to build great relationships and generate quality leads.
formerly ExactTarget
Read on to learn how Salesforce Marketing Cloud leveraged Docalytics to increase lead generation and engagement
Why Docalytics:
“
We spend a substantial amount of resources creating quality downloadable content. Docalytics ensures we get maximum ROI from our efforts by creating a better reader experience and converting leads at a much higher rate than what we normally experience with our current gated landing pages.
”
salesforce.com/marketing-cloud Industry: Digital Marketing Use Case: Lead Gen/Qualification
• Increased lead generation over traditional distribution methods • Insight into prospect activity and engagement • Ease of setup/use and system reliability
Kyle Lacy, Director of Global Content Marketing Salesforce Marketing Cloud
docalytics.com | [email protected] | (888) 883-2658
Salesforce Marketing Cloud | 1
CUSTOMER STORIES | Software & Technology
THE CHALLENGE — MAXIMIZE LEAD CAPTURE FROM AN IN-DEPTH MARKETING REPORT After working hard to create an in-depth report on the state of marketing, the Marketing Cloud team wanted to gate the report in a way that generated the greatest number of highly engaged, quality leads. So they ran an A/B test to learn what type of form would perform best. Dividing traffic evenly from social, PPC, and search channels, they measured lead conversion with two different types of forms:
1. 2.
A five-field form on a landing page (first name, last name, email, company, and state) The same five fields on a Docalytics in-document form placed after the executive summary
THE RESULT — A 190% INCREASE IN CONVERSION The Docalytics document with the in-document form drove 43.1% conversion compared to 14.8% conversion using the traditional landing page form. Additionally, leads who accessed the content via the in-document form were 37.5% more engaged based on time spent, navigation activity, and number of pages read.
SUMMARY — IN-DOCUMENT FORM AND ENGAGEMENT TRACKING YIELD HUGE RESULTS The Marketing Cloud team was able to dramatically increase conversion and improve reader engagement by leveraging Docalytics. With easy-to-set-up in-document forms and engagement tracking, the team knew that their capstone research report would reach new audiences and drive a higher return on investment.
docalytics.com | [email protected] | (888) 883-2658
“
“Docalytics drove 43.1% conversion compared to 14.8% conversion with a traditional gated form”
”
Salesforce Marketing Cloud | 2
Salesforce Marketing Cloud DOCALYTICS DRIVES 190% INCREASE IN LEAD CONVERSION
AT A GLANCE
As a digital marketing company themselves, the Salesforce Marketing Cloud (formerly ExactTarget) team knows it’s never been more important to develop real relationships with your customers. The team distributes valuable content to prospects and customers as a way to build great relationships and generate quality leads.
formerly ExactTarget
Read on to learn how Salesforce Marketing Cloud leveraged Docalytics to increase lead generation and engagement
Why Docalytics:
“
We spend a substantial amount of resources creating quality downloadable content. Docalytics ensures we get maximum ROI from our efforts by creating a better reader experience and converting leads at a much higher rate than what we normally experience with our current gated landing pages.
”
salesforce.com/marketing-cloud Industry: Digital Marketing Use Case: Lead Gen/Qualification
• Increased lead generation over traditional distribution methods • Insight into prospect activity and engagement • Ease of setup/use and system reliability
Kyle Lacy, Director of Global Content Marketing Salesforce Marketing Cloud
docalytics.com | [email protected] | (888) 883-2658
Salesforce Marketing Cloud | 1
CUSTOMER STORIES | Software & Technology
THE CHALLENGE — MAXIMIZE LEAD CAPTURE FROM AN IN-DEPTH MARKETING REPORT After working hard to create an in-depth report on the state of marketing, the Marketing Cloud team wanted to gate the report in a way that generated the greatest number of highly engaged, quality leads. So they ran an A/B test to learn what type of form would perform best. Dividing traffic evenly from social, PPC, and search channels, they measured lead conversion with two different types of forms:
1. 2.
A five-field form on a landing page (first name, last name, email, company, and state) The same five fields on a Docalytics in-document form placed after the executive summary
THE RESULT — A 190% INCREASE IN CONVERSION The Docalytics document with the in-document form drove 43.1% conversion compared to 14.8% conversion using the traditional landing page form. Additionally, leads who accessed the content via the in-document form were 37.5% more engaged based on time spent, navigation activity, and number of pages read.
SUMMARY — IN-DOCUMENT FORM AND ENGAGEMENT TRACKING YIELD HUGE RESULTS The Marketing Cloud team was able to dramatically increase conversion and improve reader engagement by leveraging Docalytics. With easy-to-set-up in-document forms and engagement tracking, the team knew that their capstone research report would reach new audiences and drive a higher return on investment.
docalytics.com | [email protected] | (888) 883-2658
“
“Docalytics drove 43.1% conversion compared to 14.8% conversion with a traditional gated form”
”
Salesforce Marketing Cloud | 2
