Televerde is all about creating demand and helping companies smash revenue goals. The company’s complete portfolio of sales and marketing solutions are trusted by some of the most recognisable brands in business today. But what is most unique about Televerde is the company’s commitment to social impact, including a business model that provides opportunities for incarcerated women to gain marketable business and technical skills that provide a clear advantage over others in the hiring process as they are released from prison.
Inside the Perryville State Prison Complex in Arizona and Rockville and Madison Correctional Facilities in Indiana, Televerde operates seven outbound engagement centres, training women for sales and marketing positions. Because these women have a burning desire to live positive and productive lives upon release, they are fully committed to ongoing education and finding unique ways to provide industry-leading results for clients. Approximately 25% of the women who work in the facilities are hired by Televerde upon release. At present, 40% of employees at Televerde’s Phoenix headquarters were formerly incarcerated and can be found in every department and level of the organisation.
Creating more effective marketing campaigns
Televerde now utilises two instances of Marketo Engage: one for their own marketing emails and communications and another to manage client campaigns and lead nurturing via an agency model. Televerde also uses Bizible, an analytics and reporting solution offered by Adobe, for enhanced B2B marketing attribution and reporting to accurately measure ROI from campaigns.
Televerde primarily targets large and midsize technology companies, although the company is quickly moving into new markets such as higher education. While Televerde’s marketing team is focused on creating content, copy and providing services to clients, their demand gen team runs the marketing campaigns to promote and generate new business opportunities for the company’s services.
“With Marketo Engage, we can send an email campaign, do the lead scoring on it and get the information we need all the way through to closing in one window versus needing to navigate to multiple areas,” says Cruz. “Being able to track communication sequences, along with any variations in scoring based on engagement, helps us effectively measure our internal progress toward strategic goals. Externally, this is even more powerful, as we can better understand how to increase conversions for our customers, based on understanding attribution and potential marketing trends.”