How Hortonworks Used Marketing Automation to Increase Lead Conversions
Hortonworks is a software development company best known for their development and support of Apache Hadoop. The Senior Manager of Digital Marketing, Leah Grosky, knows firsthand the critical role that big data plays in building a positive experience for customers. After all, Apache Hadoop is focused on helping businesses make sense of large quantities of data. Hortonworks was rapidly growing, with the sales team expanding at unprecedented rates. Grosky realized she needed to increase lead generation to keep pace with business growth, so she set off to find a new software application.
Hortonworks’ Primary Objective was to Increase Leads
Grosky realized there was a need for increased lead generation. Her goal was to cultivate a better inbound marketing strategy that would result in a more enticing experience for prospects. In addition, she sought ways to streamline the process of capturing and routing data, so the team could respond to leads more efficiently. With the sales team growing at such a rapid pace, she knew her team needed a software application that was highly scalable and could continue to meet the demands of her business.
Collaboration Between Sales and Marketing Supports Hortonworks’ Growth
Founded in 2011, Hortonworks soon grew to be the largest provider of Apache Hadoop. Since their beginnings, they’ve placed great emphasis on aligning sales and marketing to encourage close collaboration between the departments, which can largely be attributed to their success. By aligning sales and marketing, the Hortonworks team can get a better look at the overall drivers of business, rather than an isolated view of individual departments. Grosky realized that they needed a software application that would continue to support the sales and marketing alliance, while also strengthening their lead generation.
Hortonworks Turned to ReachForce SmartForms to Improve Revenue Generation
In search of an appropriate software application, Grosky recognized a number of features needed by the program.
To increase revenue, Grosky sought a software dedicated to lead generation.
1. It needed to support their sales and marketing alliance. With a cloud-based platform, ReachForce SmartForms encourages data integration, enabling departments to collaborate efficiently.
2. It needed to be data-focused. With their company so focused on big data, they recognized the importance of a data-driven marketing strategy. ReachForce SmartForms offers an intensive data management software that aids in the collection, management, cleansing, and analysis of big data.
3. It needed to be focused on lead generation. Since their main goal was revenue growth, lead generation was a top priority. ReachForce SmartForms is dedicated to improving data quality and insights, thus driving the best marketing decisions and improving lead generation.
With ReachForce SmartForms, Hortonworks was able to improve data quality, which led to an increase in the accuracy of lead routing by 43 percent, in turn greatly improving the efficiency of the sales team. In addition, SmartForms has enabled the team to create a targeted marketing strategy that’s more effective at generating leads and has enhanced their inbound marketing strategy.
ReachForce SmartForms is a marketing automation software that can support lead generation and business growth. It focuses on data management, helping businesses to capture the most relevant datasets, target their marketing strategies, and gain valuable insights on customers. With enhanced data and insights, businesses can increase leads and revenue, while providing a better customer experience.
ReachForce SmartForms helps marketers increase revenue contribution by solving some of their toughest data collection and management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like landing pages better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce SmartForms can help you improve your lead generation efforts at your own pace.