Acteva “considered every product out there” when choosing a marketing automation solution that wouldallow the company’s lean marketing team to get more out of its marketing by reaching and nurturingmore prospects. With Marketo Lead Management, Acteva has increased the volume of its marketingactivities by 300%, doubled its landing page conversion rate, and generated signicant revenue through anew channel partner program, which would not have been possible without Marketo.
Acteva Customer Success Story
Online Event Registrationand Payment ManagementServices
Software as a Service
Cost-eectively increasecustomer demand
Easily track and nurture interestwithout additional demands onmarketing team
Measure e-marketing activity toincrease revenue
The Solution: Marketo LeadManagement
After disappointing results withanother marketing automationcompany, Acteva Director of Product Marketing Elias Terman,“considered every product outthere” when choosing a newsolution. Over the course of athorough selection process,Marketo met Acteva’srequirements better than anyother vendor and stood out for itsease-of-use, completeness of solution, and superior customersupport.
300% increase in volume of marketing programs
Rapid development of strongchannel program
Successful deployment of newvertical strategy
Acteva, and Elias Terman, director of productmarketing at the company, wanted to launch twonew initiatives to grow the business: the “ActevaReferral Program,” a channel marketing eort fororganizations such as chambers of commerce,webmasters, and event planners whose clients andcolleagues might be interested in Acteva’s servicesand a new vertical strategy targeting wineries. Forboth of these new projects, as well as to enhanceexisting marketing eorts, Acteva needed acost-ecient way to increase customer demand,track and nurture interest, and measure e-marketingactivities to increase revenue.Elias and Acteva knew the referral program woulddemand quick development of ad-hoc marketingcampaigns customized to each partner and eachopportunity. In addition, the success of the initiativewould also depend on Acteva’s ability to buildrelationships with partners by creating mutuallybenecial, co-branded materials and demonstratingreal results. “Initially, we were just going to send newleads from the referral program to the main Actevasite, but when we signed up one of our rstpartners, we realized we needed a landing page sothe leads wouldn’t get lost,” said Elias. “The old way,creating landing pages was too much of a hassle,and without them, we didn’t know who wasinterested until they created an account. We wereoperating in the dark.”With the wineries campaign, designed to speak directly to wineries hosting events, Acteva realized itwould be critical to capitalize on the potential of every single lead that came through the door inorder to solidify and then grow the company’sposition in the new market. To ensure that not asingle lead was wasted, Acteva needed a solutionthat would enable growth in the new marketthrough lead nurturing and targeted follow-up.Flexibility and ease-of-use were equally important toensure Acteva could get new campaigns up andrunning quickly and adapt marketing eorts as thenew vertical strategy evolved.
After disappointing results with another marketingautomation company, Elias and Acteva “consideredevery product out there” when choosing a newsolution. Elias comments, “We had a wholespreadsheet with all the companies and productfeatures. We were so thorough we probablyannoyed everyone.” Throughout a careful andsystematic selection process, Marketo met Acteva’srequirements better than any other vendor andstood out for its:
Intuitive ease-of-use and exibility
Comprehensiveness in addressing marketingneeds
Superior customer support
Acteva provides online event registration, ticketing and payment management services. Since 1998, morethan 12,500 customers, including Bausch & Lomb, Pzer and SAP, have trusted Acteva for service for more than215,000 events. Acteva’s completely automated registration process helps organizers increase attendance,reduce administrative burden and provide an outstanding online experience for organizers, attendees andother event participants.
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