Close Rate

Company: Jobscience is a market leader in human capital management solutions providing a comprehensive suite of web-based products and services that are designed to map to existing customer workflows, business rules, processes, and user preferences. Mike Vicchitto is the Online Marketing Analyst in San Francisco.

Business Challenge: Jobscience had adopted email marketing as a key component of their demand generation efforts, but too many of the leads generated failed to meet their lead qualification goals.  As a result, the Jobscience sales team was spending too much time following up with unqualified leads, and overall lead conversion was low. In addition, Sales was unhappy with the clumsy nature of the Jobscience process for transferring leads from Marketing to Sales, which involved working through target lists and spreadsheets to determine which prospects merited individual attention. Mike Vicchitto, the online marketing analyst at Jobscience wanted a way to better qualify leads and easily route the most qualified leads to the sales team for more efficient follow-up.

Solution: Jobscience rolled out SalesGenius to its marketing users and sales team. Mike and his team use the SalesGenius email marketing functionality to send emails on behalf of the sales team, using either the pre-built html templates included with SalesGenius or by creating and saving their own templates. When a recipient opens the email and clicks through on any of the links in the email, the sales rep responsible for follow up is immediately notified through the instant messenger-like Genius Tracker™.  “With the Genius Tracker, each sales representative is instantly alerted when a prospect opens a Jobscience email or visits the corporate site.  This is invaluable info that helps us qualify and reach leads. With SalesGenius they can move through the sales process independently. I no longer need to supply target lists and spreadsheets.” stated Mike.  Jobscience sales reps also use SalesGenius to create and send their own emails and track the results. This boosted their productivity in record time, not only for targeting the recipients but also in managing the sales team’s activities.

"Last year our close rate from direct sales was 20%, this year we’ve increased that percentage to 40%. SalesGenius helped us double our sales team's close rates"
- Mike Vicchitto
Online Marketing Analyst, Jobscience

SalesGenius is integrated with Jobscience’s salesforce.com crm system, and all SalesGenius activity information, including email opens and web site visits are automatically recorded in each salesforce lead and contact record, making it easy for Jobscience reps to view all relevant information about prospect interest in one location. The SalesGenius Instant Replay feature shows each sales rep exactly which pages on the company web site a prospect has viewed, along with the duration of each web site visit, an invaluable indicator of prospect interest. "SalesGenius takes a good sales person and gives him or her them the tactics and tools to become a great salesperson.” said Mike, adding, “Most email systems can only tell me that an email recipient 'clicked through' or maybe which link they clicked on. Genius creates a time-stamped slideshow of the prospect’s visit to our website, whether they viewed one page or twenty. Now we can step back and evaluate just what our pitch to this prospect should be, leading to much better results plus some valuable intelligence.”

Unlike other email marketing automation software, Genius maintains a constant connection to their salesforce.com database, refreshing the data to reflect changes to their internal system. Mike spends less time micro-managing subscribers, and more time sending targeted email campaigns to the right people. It helped their sales teams get smart on how to utilize their website and internal teams to drive better results in closing out their sales, quarter after quarter.

Results: The Jobscience lead program has really come together since they adopted SalesGenius and redesigned the way they handle and market to leads.  Since then, they’ve had over 600 converted leads in a matter of a couple months. They’re running a successful Webinar series as well as maintaining a nurturing program automatically fed by the sales reps and then marketed to by Mike, using the SalesGenius email marketing capabilities. Mike says their sales team’s productivity and efficiency has been significantly boosted since implementing SalesGenius.  Last year their close rate from direct sales was 20%; this year they’ve increased that percentage to 40%. SalesGenius helped them double their sales team’s close rates.