Cloud // Software as a Service
News
6/11/2009
11:05 AM
Connect Directly
RSS
E-Mail
50%
50%

Marketing Technology Helps Vico Survive The Great Recession

By combining free and inexpensive marketing methods with an investment in new sales and marketing software, Vico Software was able to increase its sales pipeline despite significant budget cuts.


Don't Miss: 15 Ways To Cut Your IT Costs (free registration required)


After Sept. 20, Vico tripled the number of available seminars, which it produces on GoToWebinar. The company overhauled its Web site, improving navigation and adding links to lure visitors to stay longer. The team used an inbound marketing service called HubSpot that allows almost instant Web page edits through a simple online interface. To decide where to make changes, Vico's marketing team analyzed site traffic to determine the most popular pages and added navigation buttons to point visitors to Webinars, free trials, and demo videos. "We set a goal to get 6% to 8% of our visitors to fill out a form to give us their info freely," Allison says, "By simply adding those navigation buttons to our Web site, we took our conversion rate from 4% to 8%."

Vico's performance dashboards -- built in-house using Excel -- aggregate data from across the company. This allows marketers to know that a "general responder" who downloads collateral costs $8 to acquire; an active Webinar participant, $35; a prospect who requests a meeting, $390; and a closed deal, $1,230. Using the dashboards, Allison and her marketing team can forecast results and adjust their efforts accordingly.

Increasing activity, relying on inexpensive technology, and integrating marketing, sales, finance, and administration all led to measurable growth in sales and profits despite the economic turmoil. Web site visitors grew 62%, Allison reports, because of increased blogging and more inbound marketing -- SEO-based press releases and e-mail newsletters. But Vico's not stopping there; the company recently launched a playlist of construction-themed songs on iTunes, posted Webinars to YouTube, and started an online comic.

The efforts are bearing fruit. Since September, Vico's contact database grew from 1,500 to 6,000 people, 25% of whom participated in a Webinar. About 1,000 people downloaded a free software trial, and the sales team hit 104% of its revenue goal with a 45% profit margin last quarter.


Don't Miss: Sundia Fruit Uses Technology To Weather The Great Recession




Elaine Appleton Grant is a reporter at New Hampshire Public Radio and a longtime business journalist.

Previous
2 of 2
Next
Comment  | 
Print  | 
More Insights
8 Steps to Modern Service Management
8 Steps to Modern Service Management
ITSM as we know it is dead. SaaS helped kill it, and CIOs should be thankful. Hereís what comes next.
Register for InformationWeek Newsletters
White Papers
Current Issue
InformationWeek Tech Digest - August 27, 2014
Who wins in cloud price wars? Short answer: not IT. Enterprises don't want bare-bones IaaS. Providers must focus on support, not undercutting rivals.
Flash Poll
Video
Slideshows
Twitter Feed
InformationWeek Radio
Archived InformationWeek Radio
Howard Marks talks about steps to take in choosing the right cloud storage solutions for your IT problems
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.