Issue link: https://resources.demandgen.com/i/853018
Learn more about DemandGen's CRM/Marketing Automation services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2016 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 1 New Relic Adds Over $251K to the Sales Pipeline, Thanks to DemandGen. BACKGROUND New Relic wanted to launch a competitive email nurturing program, employing Datanyze, a sales intelligence technology used to detect when a website was using one of New Relic Browser's competing technologies. The purpose of the campaign was to generate interest in the New Relic Browser from both new and existing leads. It would include a series of emails with value points and relevant case studies, and would attempt to persuade companies using competing tech- nologies to consider adopting New Relic instead of renewing with the competitor. CHALLENGE New Relic had existing nurturing programs for recycled leads and prospects, but wanted to enhance those programs by determining ahead of time who was using competing solutions. The goal was to boost sales and maximize the productivity of the company's sales force, while increasing awareness and engagement. "Creating a message that resonates with the audience and is highly relevant is difficult to do without a great deal of intelligence about the challenges they're trying to solve," said Isabel Sobral, Marketing Operations Specialist at New Relic. "Using different types of data such as demographic and firmagraphic data points helps, but doesn't complete the picture. Now that marketing has become more digital, we can tap into new types of data that help inform how to craft them messaging and get it right the first time." For example, knowing what technology platforms prospective customers are adding to their stack can enable New Relic to offer targeted services that promise to optimize those new platforms. Systems such as Datanyze can assemble a technographic profile based on how they access various digital resources such as a web page. The SITUATION New Relic needed to connect data mined from a new technology platform to Marketo, so they could fine-tune marketing messages and offer targeted services to prospects. SOLUTION DemandGen developed a web hook connecting the Datanyze sales intel- ligence technology platform to New Relic's marketing automation system, Marketo. RESULTS With insight from technographic data, New Relic can now customize cam- paigns to deliver relevant content. Initial results include a 32.8% open rate for a nurture program that leveraged the new data, leading to over $250K in new pipeline. Not only did our DemandGen partnership enable us to maximize the use of our new technology platform, but gives us access to strategic thinking around developing hard hitting, targeted nurture campaigns." − Isabel Sobral, Marketing Operations Specialist, New Relic Leveraging New Data to Craft Successful Nurtures