Pardot Client Case Study – ICT Networks
ICT Networks
ICT Networks is Australia’s only network integrator specialising in the design, integration and support of Juniper Network’s complete range of network, security, mobile and wireless solutions. ICT understands that true network excellence is achieved through a careful mix of technology, backed by certified technical experts and rock-solid support.
The Challenge
ICT wanted to improve sales and marketing through automated lead assigning and lead nurturing. They needed a platform with easy integration capabilities with Salesforce, and a strategy in order to make this happen.
The Solution
“ICT Networks has a large Salesforce deployment and initially purchased Pardot purely for it’s ability to integrate with Salesforce seamlessly”, ICT Networks implemented Pardot, and then soon realised “it’s true potential beyond this”.
They began using lead qualification and nurture programs straight away. Leads were qualified using scoring and grading and the best possible leads were sent from marketing to sales agents in rotation. This revolutionised their lead assignment process.
“Pardot allows us to lead score and nurture our prospects so that we can segment ongoing communications based on the products and services the prospect has shown most interest in, therefore increasing the engagement level of our campaigns significantly.” New understanding on prospect activities gave the marketing and sales teams the ability to construct email campaigns targeting market segments more effectively.
The GoodData connector also gave the marketing team the reporting functionality they were looking for. “On top of this, ROI of our campaigns is automatically calculated and it provides me with the visibility to justify my budgets and my value personally to management.”
Conclusion
Since using Pardot, ICT Networks email campaigns have been more effective due to a deeper insight into their prospects and their behaviour.
“We have successfully automated our sales and marketing workflows from prospect identification right through to qualification and lead assignment.”
The marketing team can now direct the appropriate customers to right sales agent, and with better metrics at their disposal, can report on their improved results!
