BEAVERTON, OR — (Marketwired) — 10/27/14 — , the leading marketing automation provider for small and mid-sized businesses, today announced that North America, a division of the LEGO Group — the world–s third-largest manufacturer of play materials — has adopted the Act-On marketing automation platform to more effectively manage its end-to-end demand generation, via automated email campaigns, list management, lead scoring, conversion tracking, and funnel reporting.
Prior to implementing Act-On, LEGO Education had been growing at a rapid pace, but was hindered by its email marketing system that provided limited functionality and no ability to support integrated, multi-channel marketing campaigns. The division needed a marketing solution that afforded visibility into campaign performance so that leads wouldn–t just drop into a black hole when passed to sales — a technology that could automate email sends, manage and augment lists, score leads, and report on pipeline opportunity in real-time.
LEGO Education–s marketing team also had no way of directing the buyer–s journey, which ultimately affected email engagement rates. “We were treating all of our targets as if they were the same person,” said Brandee Johnson, Senior Marketing Manager at LEGO Education North America. “We lacked personalization and we lacked customized paths that allowed us to watch behavior and then send the right message to the right people at the right time, based on their interests.”
This all changed once the Act-On marketing automation platform took effect. With Act-On, LEGO Education now has full transparency into the lifecycle of its leads, and the ability to customize campaigns based on behaviors or personas to help move leads down the funnel more effectively through personalization of content.
“Now, we–re getting more leads, and we–re able to nurture those leads in a better and faster way, which then shortens our sales cycle,” said Brandee. “We–re able to hand over hot leads to our sales team to generate sales more quickly.”
Incorporating automation and lead scoring has resulted in LEGO Education–s marketing team being more efficient and scalable overall. Today the team can create and execute seven times as many emails campaigns per year, with the ability to nurture leads through the sales funnel by leveraging trigger and drip email functionality. With Act-On, Lego Education has tripled the number of leads in its pipeline, and seen an increase in the revenue generated from the products promoted in the campaigns.
Concludes Brandee, “Since the implementation of marketing automation [Act-On], we have transformed our marketing communication strategy — campaigns are now the central core to our activities.”
LEGO Education constructed a successful marketing automation strategy with Act-On.
Act-On is a leading provider of integrated marketing automation software, helping 2,500+ companies to tie inbound, outbound, and nurturing programs together — across email, web, mobile, and social. Users achieve superior return on marketing investment through sophisticated demographic and behavioral data that increases engagement throughout the customer lifecycle, reduces the cost of acquisition, and strengthens loyalty. Act-On–s fresh approach to marketing automation gives sales and marketing professionals full functionality without the complexity other systems impose, and makes campaign creation and program execution easier and faster. Act-On offers a best-in-class professional services team, dedicated customer support, and the APEX ecosystem of partners to provide clients with the tools they need to achieve marketing success.
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