ATLANTA -

- Segmented lead-nurturing program affords prospect engagement that generates results

The Sant Corporation, the leading provider of software for sales proposal, RFP and document automation, has discovered that sophisticated marketing automation makes it easier for B2B marketers to send finely segmented messaging to customers and prospects, thereby getting its message in front of appropriate prospects at the appropriate time. Sant uses Silverpop Engage B2B(TM) for its lead-nurturing program.

Silverpop(R) is the world’s only provider of both email marketing and marketing automation solutions specifically tailored to the unique needs of B2C and B2B marketers. The Silverpop Engage B2B marketing automation solution allows companies to maximize limited time and resources while increasing revenue and accelerating the lead-to-sales timeline by enabling sales to focus only on highly qualified leads. The solution is equipped with the data and analytics to generate leads through landing pages, microsites, emails, direct mail and telesales campaigns.

Before using Silverpop’s market-leading marketing automation and lead management solution, Sant marketers had to manually enter into a spreadsheet prospect data for lead nurturing campaigns. “We were managing spreadsheets of people at different steps of our lead nurturing process and trying to make sure they were getting the right communications at the right time,” said Brian Vass, vice president of marketing, The Sant Corporation. “It became an effort too daunting for us to continue.”

Sant uses Engage B2B for all its lead-nurturing campaigns, customer newsletters and maintenance announcements. The marketing group supports three nurture campaigns that include a series of emails offering white papers and articles that promote Sant’s value proposition.

Additionally, The Sant Corporation is using Engage B2B to push into several new vertical markets, tailoring message content for each. “We’ve been able to take our general nurture efforts and mold them with the appropriate language to create industry-specific lead nurturing campaigns,” said Kimi Fowler, marketing systems manager for The Sant Corporation. “Nurturing leads with engaging content has led to tripling the email open and click-through rates.”

Another benefit The Sant Corporation has received from using Engage B2B is the ability to better understand the impact of marketing activities on sales revenue. Vass said before they didn’t have the right information to do a proper analysis on the impact of their campaigns. “Now we have the ability to look backwards from a sales opportunity and see which marketing initiatives had the greatest effect. Being able to tie revenue back to the campaign justifies our investment.”

After reviewing several marketing automation solutions, The Sant Corporation chose Silverpop Engage B2B for its tightly integrated solution with Salesforce.com, its ability to accommodate multi-track lead-management campaigns and score leads based on behavior over time so that marketers can provide the highest quality leads to the sales team. “We have the greatest confidence in both the company and the product,” Vass said. “Silverpop is a process-driven company that provides us the best access to resources.”

About Silverpop

Silverpop is the world’s only provider of both email marketing and marketing automation solutions specifically tailored to the unique needs of B2C and B2B marketers. Its Web-based solutions enable companies to build relationships with customers and prospects through the creation, automation and delivery of relevant, online messaging. Silverpop’s Engage platform helps marketers create and manage multi-channel marketing campaigns that reach millions of individuals-one at a time-enhancing lifetime customer value and brand loyalty. Silverpop’s Engage B2B marketing automation platform seamlessly scores sales leads, nurtures them through the pipeline and measures campaign return-on-investment. And Silverpop’s strategic counsel, service and support delivers the precise level of training and advice needed to quickly improve campaign results and ROI. With offices in the United States, England and Germany, Silverpop’s engagement marketing technologies are used by industry-leading brands throughout the world. Best practices and white papers are available at www.silverpop.com.

Silverpop(R) is a registered trademark of Silverpop Systems Inc. Silverpop Engage and Silverpop Engage B2B are trademarks of Silverpop Systems Inc.

About Sant Corporation

The Sant Corporation is a provider of software for sales proposal, RFP and document automation that improves sales effectiveness. Companies trust Sant to improve productivity, increase sales and deliver consistent sales documents to their customers. Sant is a privately held corporation headquartered in Cincinnati, Ohio.

Contact: Wyatt Jefferies Silverpop Corporate Communications +1-770-763-3049

Source: Silverpop

Wyatt Jefferies, Silverpop Corporate Communications, +1-770-763-3049, wjefferies at silverpop.com