The demand gen team had a goal to identify more contacts on their existing target accounts, but weren’t finding enough high quality sources of contact data to enable account mapping. According to Nichole Marsano, Senior Director of Demand Generation,
“Every B2B marketer understands that the more contacts you have for any given account, the more likely you are to generate real pipeline for sales. The hard part is finding those high quality contacts.”
As the volume of email being sent through marketing automation grew, the replies coming back continued
to grow, causing headaches for the team and creating a poor experience for highly engaged prospects. “Real people were responding to our email campaigns, but it was taking us hours to sort through every reply and forward them to the right reps on our side. We wanted people to engage, but needed a way to get those messages to the right reps more quickly,” said Nichole of reply management at PayScale.
With Drift Email integrated into PayScale’s existing marketing automation workflow, they immediately generated quality contacts and save hours of manual labor managing replies
“The minute we on-boarded Drift Email, our team started saving hours per week. Then we started
seeing the new contacts created and it was clear that this was a valuable source of data to helps us better understand and engage our target accounts.”
PayScale’s team also needed a solution that worked behind the scenes and played nicely with existing tools. They loved the hands-off approach taken by Drift Email:
“We have a lot of tools in place to run our demand generation programs and loved how seamlessly Drift Email integrated. It’s pretty much ‘set-it and forgot it.’ We create workflows and then data automatically flows to Marketo with the exact fields and formatting that we need.”
Maintained relationship with 5,000 accounts after the original contact left the company, including 500 customer contacts leading to a measurable impact on retention
6,500 new contacts discovered on target accounts, creating $109K first-touch revenue, and a 15X first year direct ROI on Drift Email
Over 2,000 previously lost human replies routed to PayScale team members for customer and prospect
engagement, improving 2-way communication via email and eliminating 8+ hours per month of manual labor for the marketing ops team
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