First Insight: Focus on Marketing

Excellence

Donna LehmannDirector, Marketing Communications

First Insight Corporation

David AppelbaumChief Marketing Officer

Act-On Software

About Act-On

• Fastest growing marketing SaaS solution on the

market

• Easy to use and powerful Integrated Marketing

Platform

• Over 350 customers, companies of all

sizes/sectors

• Headquarters in Portland, OR; Sales and

Customer Success Team in Sacramento, CA

Introducing: Donna Lehmann

• Director, Marketing Communications

– 9 years at First Insight

• Responsible for:

– Direct Marketing

– Business Development

– Organizational Communications

• Evaluation Criteria:

– Quality of Leads Generated

– Quality of Communications

– Quantity of Leads

– Website Activity

About First Insight Corporation

• Eye care professional solutions and services to

enhance quality of patient care

• Helps practices:

– Create a flexible, comprehensive paperless office

– Improves office efficiency and staff productivity

– Reduce operating costs; increase revenue

• Headquarted in Hillsboro, OR

– Customers throughout North America

– Over 100 employees

Prior to Act-On, what were your

biggest challenges?

First Insight: Key Challenges

• Campaign Visibility

− Tracking website visitor data

− Tracking email activity/open rates

− Email bounce rate was too high

• Marketing Asset Design and Development

− Difficult to customize web forms

− Difficult generating useful reports

− Creating attractive html emails easily

− Creating templates for sales teams

Did you evaluate other

Marketing/Email automation

systems?

First Insight Selection Process

• Reviewed and tested several other solutions

• Based comparisons on 7 years of prior experience

with competitive system

• Found Act-On best met their needs

What evaluation criteria

was used?

First Insight Selection Criteria

• Quality of customer testimonials

• Quality of sales demonstration

• Follow-through on communications with Act-On

prior to signing agreement

• Price also key factor in decision

When you decided on Act-On, how

long did it take to implement? How

quickly did you see results?

First Insight Implementation

• Took only a few weeks to get everything

implemented; during this time:

– Created all new web forms and links to website

– Imported email database from existing marketing automation

vendor with help from Act-On staff

– Created multiple personalized templates and forms for outbound

programs and sales team

– Uploaded 50+ documents to document library

– Added multiple images to image library for easy inclusion in emails

First Insight Initial Results

• From first email sent – productive!

– Now can create and send fast-track emails to targeted list of

prospects/current customers

– Easily prepare emails, e-newsletters, landing pages, forms and

other e-communications without having to know complex HTML

How much assistance did you

need from IT?

First Insight Implementation

• Zero IT support needed

• Contracted with Act-On to help build basic

templates, forms to get started

• Act-On extremely helpful with exporting data from

old marketing automation provider

What are your email requirements

and how has Act-On changed your

email campaigns?

First Insight Email Campaigns

• Can now create more professional looking emails

with links, forms, graphics, etc.

• Easily imports html emails received from partners

and emails on their behalf

• Sales team loves ability to use pre-defined

templates accessible within CRM tool

(Salesforce.com)

• Sales can easily track web activity for leads

without leaving Salesforce.com

How important is database

management and how is

Act-On’s database management

helping you?

First Insight Database Management

• Database management extremely important

• Act-On database very easy to manage, clean up

and export data

• Very easy to create new lists or segments of those

master lists

How are you using forms/landing

pages?

First Insight Forms/Landing Pages

• All First Insight forms on corporate website linked

to an Act-on form

• Forms, once completed, sent to list of designated

people

• Data transfers into a SalesForce record

• System set up so person completing the form

receives automatic reply

How are you managing Website

Visitor Tracking?

First Insight Website Visitors

• Sales team loves feature - able to look at lead

activity; see what pages have peaked their

interest

• Enables sales rep to focus on specific areas

without even having to ask the potential customer

• Website activity helps determine which web pages

are being viewed most often

What results have you seen since

bringing in Act-On?

First Insight Results

• 50% increase in inside sales; 100% increase in

response rates for inside sales campaigns

• First Act-On inside sales campaign outperformed

9 years of previous campaigns

• Better read/return rate on sales communications

• Reduction of project cycle from 4-6 days, down to

just hours to create/send an email

How important has the

ease-of-use factor been?

First Insight: Ease-of-Use

• Ease-of-use extremely important

• Act-On level of service and training far better than

any vendor worked with prior

• Kudos to Act-On personnel for being highly

professional, friendly, knowledgeable and there

when needed

Parting thoughts?

First Insight Act-On Thoughts

• Has changed way First Insight does business

• Rely on Act-On service every day to keep

up with competitive industry

• Delivers ROI each month

• Has improved production significantly

• Would be lost without Act-On

• Highly recommend Act-On to every company,

small, medium or large

About Act-On

World-Class E-mail

Marketing Core &

Deliverability

Complete Set of Tools

on One Platform

• Web Analytics, Forms,

Landing Pages, Drip,

Scoring, CRM Integration,

Social Media, Reporting &

More..

• Focus on Usability,

Simplicity & Manageability

Approach & Terms

that Work

• Start Simple, Automate at

Own Pace

• Affordable Pricing;

Month-to-Month

Contracts

• Live Customer Support –

At No Additional Costs

About Act-On

The Act-On Integrated Marketing Platform

• Helping Marketers master the ‘Art and Science’ of Marketing

• Fully integrated platform ties together all inbound and outbound

marketing channels

– Highly intuitive graphical design tools

– Automatically collects and analyzes program performance

– Easy results reporting

• No IT or 3rd Party Support required

• One click integration with leading web conferencing and CRM

systems

• Easy entry – affordable pricing model starting at $500/month with no

long term commitment

Complete Online Marketing Toolset

Harold Berenguer, Act-On Product Specialist

Easy to Get Started!

• ‘Out-of-box’ complete integrated tool set

• Affordable pricing starting at just $500/month

• No long contract terms – month-to-month

• Ability to launch within hours

• Can start simple, automate at own pace

• For organizations of all sizes

Over 300+ Customers

Ready to Learn More?

Within 24 hours:You will receive an email where you can request a demo recording,

product info, pricing and more…

Can’t Wait?Call our sales hotline at: 1 (877) 530.1555

Or email us at: sales@act-on.com