LiteracyPlanet use Marketo Engage to encourage transparency and collaboration between their sales and marketing functions. With most leads coming through social media channels, the business relies on Net Promoter Scores to identify when someone becomes sales qualified. Once they meet the threshold, the appropriate sales member is automatically alerted through the integration between their CRM with Marketo and prompted to call the lead and get them started with a free trial. The transparency of the system offers the sales team confidence in their leads, and also strengthens alignment with marketing’s programs.
“There’s a tendency for marketing to focus on hitting lead targets, but if you can get further down the funnel, you can produce higher-quality leads that you can help nurture and grow through the opportunity phase. That's when you end up with confidence with the sales team, while also showing your direct impact on revenue,” Samantha said. “The sales and marketing teams are working much better together now. The leads we are getting are much better quality, and only go to sales when they’re ready. Sales are much happier and more efficient.”
Once becoming a new customer, whether they’re a carer or educator, the next nurture program kicks into action, sending communications that guide new users through LiteracyPlanet’s gamified activities, features and resources. This encourages a rewarding onboarding experience that reduces churn by building confidence with the platform through a personalised experience.