RingCentral amplifies social marketing while growing revenues with Adobe Marketo Engage.

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Belmont, California

www.ringcentral.com

42%

Increase in revenues via email prospecting

Products:

Adobe Marketo Engage ›

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Objectives

Better support company growth through multiple sales and marketing channels

Reach, engage and create meaningful dialogues with existing and prospective customers

Replace a mix of homegrown marketing tools with a comprehensive marketing automation solution

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Results

12% increase in revenues through nurturing programmes

42% increase in revenues via email prospecting

Over 2,000 leads converted to sales opportunities

Amplified marketing programmes using social marketing functionality

Challenges

RingCentral is a leading provider of cloud business phone systems designed for today’s mobile and distributed workforce. For years, the company operated purely on an e-commerce, self-service sales model. All customer referrals mechanisms were built in as part of the product, which meant that the only customer contact was through engineering and involved billing and service contract issues.

To support the company’s growth, multiple sales channels were developed and marketing outreach initiatives evolved to include email communications, landing pages, webinars, demos, advertising and social media. However, while the marketing outreach was forging ahead, the marketing and sales teams lacked the ability to reach, engage and create meaningful dialogues with prospective customers as well as with the existing client base. The problem was exacerbated due to the massive business customer base of over 280,000 companies and thousands of leads. Armed with only a mix of homegrown marketing tools, the company recognised the need to find a comprehensive marketing automation solution.

“Marketo has been instrumental in developing and growing our demand generation funnel as well as helping us to leverage the full spectrum of social channels to amplify our brand and marketing efforts.”

Nisha Ahluwalia

VP of Product Marketing, RingCentral

Solution

With limited marketing resources, RingCentral knew the task of keeping in touch and engaging with their huge customer and lead database was a major undertaking. They needed a solution that could provide scalability without relying on IT to manage the marketing system.

Following an extensive evaluation of several products, RingCentral selected Adobe Marketo Engage based on the product’s exceptional ease-of-use, scalability, social integration and robust analytics. Social has also been a core part of the RingCentral’s product and marketing platform. Further, the company realised that traditional marketing methods do not work for everyone. Thus, social integration was a key factor in the decision to select Marketo Engage. Marketo Engage B2B social marketing integration leverages sharing behaviour, not only increasing the reach and impact of marketing messages, but enabling the company to close more business.

For example, unique tracking in Marketo Engage allows RingCentral to track which social channel a lead came from, nurture the lead, route it to the sales force for follow up, track the result and integrate the entire process as part of the system.

Results

With Marketo, RingCentral has been able to develop a comprehensive demand generation and sales funnel that captures, educates and qualifies leads and efficiently advances them through to close. As a result, RingCentral has been able to accelerate the sales process, generate higher revenues, convert more leads to sales, increase upsell opportunities and improve sales efficiency.

These benefits equate to tangible results that include a 12% increase in revenues through nurturing programmes, a 42% increase in revenues based on improved email prospecting and over 2,000 leads converted to sales opportunities using Marketo Engage Sales Insight. RingCentral also launched a Facebook poll on their customers’ views of the 2012 election using Marketo Engage social marketing technology. This single campaign resulted in 1,300 survey respondents, 28% sharing the poll socially and 189,000 social impressions.

“Marketo Engage has been instrumental in developing and growing our demand generation funnel as well as helping us to leverage the full spectrum of social channels to amplify our brand and marketing efforts,” says Nisha Ahluwalia, VP of Product Marketing at Ring Central.

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