By Carol Krol
Challenge: Enterprise security firm RSA Security wanted to identify qualified prospects more efficiently, and it needed a system for feeding those leads to its sales team—all with limited resources.
The company sends up to six different e-mail marketing campaigns per week, based on targeting segments of its database.
"The problem we had was that it took an extraordinary amount of time to get all the different list segments straight because we didn't have a good tool at our disposal," said Michael Veit, direct and database marketing manager at RSA. "We wanted to make sure we didn't hit different segments of the database with the same message where it wasn't appropriate, and we wanted to do that on an automated basis.
The marketing department also wanted to find a way to improve its Web registration process to make it easier and faster—a move that could boost response rates and improve lead generation results.
Solution: After a competitive review, RSA Security chose e-mail service provider Responsys for its Responsys Interact e-mail marketing platform. The tool enabled RSA to automate the process of sending and tracking targeted e-mail campaigns, capturing responses and feeding the leads directly to the sales force automation system used by the sales team.
Because Responsys also hosts RSA Security's marketing database, RSA can drive campaigns from one central location.
Leads are processed and distributed to the SFA (sales force automation) system with very little turnaround time. "As our database has grown, we see the benefits grow," Veit said. "As people in our database respond to multiple campaigns of ours, the process becomes faster for them and they're more apt to respond and flow into our lead management process," he said. "The forms are easier and faster for people to fill out."
Results: Veit said RSA Security was able to dramatically reduce costs related to lead management and maintenance of its marketing database by using Responsys Interact, although it declined to cite specific dollar amounts.
RSA has now begun to expand its use of Responsys Interact even further. "We're starting to roll the system out globally," beginning with Europe, Veit said.
In addition, a recent campaign returned a 10% response rate and was, Veit said, "one of our best performing e-mail programs."
He attributed the success to RSA’s ability to target a very specific segment of the database with a particular offer. "Web functionality made it easy for them to respond and feed information back to us," he said.