netForensics: Lead Scoring Powered by Virtual Touchstone Identifies "Hot" Leads, Improves Qualification Rate
A pioneer and leader in security information management, netForensics enables more than 450 enterprises and government agencies to better respond to security threats, maintain compliant operations and ensure the continuity of key business processes. netForensics helps customers deliver security management solutions that rely on the availability of timely and relevant security information.
Since its founding in 1999, netForensics has experienced exponential growth, leaving the company with an enviable problem – a flood of inbound leads.
“Through our marketing mix, including webinars, trade shows, telemarketing and pay-per-click advertising, we were receiving increasing volumes of leads every week,” said Tracy Hulver, vice president of product management and marketing. “Our two biggest challenges were effectively prioritizing the leads for our sales team and linking our marketing programs to closed deals so that we could continue to spend our marketing dollars wisely.”
The Search
netForensics began looking at a wide array of email, Web analytics and demand-generation applications to integrate with their CRM system, Salesforce.com. Many of the available marketing applications, including email and Web analytics, deliver high-level campaign execution and tracking, while failing to paint a cohesive picture of how a marketing mix is working to drive closed deals. They investigated a variety of demand-generation solutions that appeared to be expensive, difficult to use and time-consuming to implement. “We needed to get beyond simple email opens and Web analytics to accurately measure the effectiveness of our programs,” added Hulver. That’s when netForensics discovered Virtual Touchstone for AppExchange.
The Solution
In early 2006, netForensics implemented Virtual Touchstone for AppExchange, a complete demand- generation platform for Salesforce.com. As an on-demand marketing automation solution, Virtual Touchstone was up and running with complete Salesforce.com integration in a matter of hours. From there, netForensics was able to take advantage of a 30-day trial period to prove the value of the solution. In April 2006, netForensics implemented a lead-scoring system in Salesforce.com using data points from Virtual Touchstone as key pieces of their scoring system. They had a wide array of data points to choose from as Virtual Touchstone feeds custom fields in Salesforce. From there, the sales staff was able to focus on the high-priority leads, making them more effective. The results were dramatic. In the first three months, netForensics saw an amazing 803 percent improvement in its qualification rate. Quickly getting their “A” and “B” leads qualified has had a dramatic effect on sales performance.
“Through the lead scoring made possible through Virtual Touchstone and Salesforce.com, we were able to focus our sales efforts on the prospects most interested in our solution, conserving our valuable sales resources and making them more efficient. The solution was very powerful and has had an impressive impact on marketing and sales at netForensics,” added Hulver.
The marketing team was thrilled with the complete Web analytics, email and PPC tracking included in Virtual Touchstone. “With legacy Web analytics and email applications it was nearly impossible to link these disparate data points together to form a cohesive picture of how our marketing mix was impacting the sales pipeline,” said Katie Janiszewski, marketing manager. “Virtual Touchstone provides netForensics with high-level metrics and enables us to enhance our Marketing ROI.”
About Manticore Technology
Manticore Technology is the provider of Virtual Touchstone, the market-leading on-demand lead-nurturing solution. Virtual Touchstone enables marketers to effortlessly move sales prospects through the pipeline and feed their sales team valuable insight into the interests of each lead, thereby reducing sales cycles, increasing productivity and driving revenue for an organization. Manticore Technology has more than 30 enterprise customers, including the Kellogg Company, International Truck, Riverbed Technology and netForensics.
Manticore Technology is a privately funded company headquartered in Austin, Texas. For more information please visit the company’s website at www.manticoretechnology.com, or call (512) 241-3780.
To Contact netForensics
For more information about netForensics, please visit www.netforensics.com or call (866) 525-5666.
