How Intacct Used Marketing Automation Tools to Improve Lead Nurturing and Data Quality
Intacct is a company that provides financial management and accounting software. Based in San Jose, CA, the company had experienced steady growth rates over a 12-year duration. During that time, their marketing database had swelled to accumulate over 800,000 records. Unfortunately, despite vast data quantities, the data provided little use to their company. Over the years, they had accumulated mixed data sources, and the data was neither organized nor reliable. Intacct decided they needed a new approach to data management and turned to marketing automation in hopes of leveraging their data more effectively.
Cleaning Up Their Dirty Data
When attempting to improve their vast datasets, Katie Kangas, Intacct’s Marketing Operations Manager, found it incredibly time-consuming. Her team was spending hours trying to manually standardize thousands upon thousands of records. She realized, if Intacct had any hopes of improving business growth, they needed to focus heavily on improving data quality, since they could no longer rely on their data to fuel marketing decisions.
Intacct’s Account-Based Marketing Strategy
Intacct’s marketing strategy relied on account-based marketing, where they sought out the most promising leads and focused on engaging and nurturing those leads to guide prospects through the sales process. Such a strategy is only possible when it relies on high quality, up-to-date data. Furthermore, the strategy needs to be as efficient as possible, so the team can devote themselves to customer engagement and lead nurturing, rather than the trying task of manual data standardization.
Intacct Implemented Data Cleansing Software to Boost Data Quality
Intacct’s problems were threefold. They needed to improve data quality, they needed to enhance the efficiency of data management, and they needed a targeted marketing strategy that would help them rank and nurture the most promising leads. Intacct implemented marketing automation tools in the hopes of gaining these advantages.
First, they turned to ReachForce’s continuous data management solution. This provided them with an automated solution to data cleansing and standardization. ReachForce Continuous DataManager relies on advanced algorithms that filter through data to ensure it’s accurate, complete, and standardized. It greatly improved their efficiency, as it omitted the need for manual data cleansing, while enabling them to upload lists with minimal information, trusting the software to automatically fill in the blanks.
Intacct Implemented Marketing Automation Tools to Improve Lead Nurturing
In addition to their data cleansing solution, Intacct also implemented SmartForms to help improve data quality and lead nurturing. The software helped to improve the quality of data captured, which allowed the Intacct team to focus their energy on the most promising leads while saving time in the process. With the help of SmartForms, Intacct could finally gain a realistic and reliable view of their database, enabling them to make much smarter, customer-centric marketing decisions.
Together, ReachForce and SmartForms Provide a Complete Marketing Solution
Since implementing both software applications, Intacct has noticed a number of benefits. Now, thanks to improved data quality and reliability, they’ve experienced the enhanced targeting and segmenting they need to drive an account-based marketing strategy. They’ve also experienced a higher return on their data than before. Since their team now has a much greater ability to view and analyze their data, Intacct can support smarter marketing decisions that entail much lower risk, thus increasing their marketing success. Learn more about the Intacct Case Study.
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.