DrillingInfo: Striking Oil with Marketing Success

DrillingInfo: Striking Oil with

Marketing Success

Reed Barrett

Marketing Manager,

Drilling Info

David Appelbaum

CMO,

Act-On Software

Act-On Integrated Marketing

Platform

• Demystifying Marketing Automation by Design

− Built for the Fortune 5,000,000

− Focus on Usability, Simplicity, and Manageability

− Start simple, automate at your own pace

− World-class e-mail marketing core & deliverability

− Integrated web analytics, forms, landing pages, drip

programs, lead scoring, CRM integration, …

• Disruptive pricing & license terms

Introducing: Reed Barrett

• Marketing Manager:

- 4.5 years at DrillingInfo

- BBA from Ole’ Miss

• Responsible for all lead gen activities:

- Generation/Lead Flow management

- Lead Follow-up

- Salesforce.com integration

- Salesforce.com administration

- Act-On administration

• Inside sales management:

- Small Corp Account management

• Evaluation criteria:- Lead’s generated

- Lead’s converted

- Dollars generated on a monthly basis.

- Campaign metric/measurement

About DrillingInfo

• Business process software and information services for the Oil and Gas Industry

• Acquire and integrate critical data sets related to oil and gas assets:

− Ownership

− Permitting

− Production

− Wellbore

− Geology

• Information is incorporated into proprietary, subscription-based analytical tools

• Provides powerful, easy-to-use search application for up-to-date land and leasing, well, and regulatory data

• Headquartered in Austin, Texas− Operations in the United Kingdom, Romania, Singapore and Mexico.

− It has made the Inc. 5000 list of the fastest- growing companies in the

U.S. for the last two years.

Prior to Act-On, what were the

biggest challenges you

had to deal with?

DrillingInfo: Key Challenges

• Sales didn’t use any email programs

• Managing marketing database was critical

• Overall list management was key problem − Database needed condensing and cleansing to

making it usable

− Lists were imported without policy

• WebEx integration requirement− Significant use of WebEx for outbound

communication

− Requirement for webinar attendees to be

subject to lead scoring

Did you evaluate other

Marketing/Email

automation systems?

DrillingInfo Selection Process

• DrillingInfo evaluated various email/marketing automation systems prior to selecting Act-On

What were the criteria used

in that evaluation?

DrillingInfo Selection Criteria

• Replace on-site attendance tracking

and registration solution for

tradeshows

• Require event data integration into

main marketing database

• Serve as a replacement for a home

grown email system based on Outlook

When you decided on Act-On,

how long did it take to

implement and how quickly

did you see results?

DrillingInfo Implementation

• Initial Act-On implementation took

just a couple of days

• Results were almost immediate

• Able to implement event registration

and marketing list management

How much assistance did

you need from IT?

DrillingInfo Implementation

• Less than 30 minutes of IT support

required

• Dedicated Act-On Support Manager

was primary implementer

Since you’ve adopted Act-On,

what is your lead gen strategy

and how has Act-On

influenced it?

DrillingInfo Benefits

• Critical to implementation was

Salesforce.com integration

• Required to capture data from 14 different

touch points on web based on interactive

forms, landing pages and behavioral

scoring -- and feed it into Salesforce.com

• Act-On gives greater visibility into overall

campaign status; tracks all activities and

enables analysis

What are your email

requirements and how

has Act-On changed your

email campaigns?


• More introspective on the campaigns− Took every email sent and measured

performance

− Shorter subject lines get higher open rates

− Have real data to measure the results for fine

tuning the campaign.

• Gives ability to take calculated risks in the

kinds of campaigns you run

How important is database

management and how is

Act-On’s database

management helping you?


• Can’t measure a bad database

• De-dupe capability is key

• Segmenting is also key – use a scalpel for

precision or broader brush for general

marketing

• Signup lists for responses and then send

to Salesforce.com for immediate follow-up

• Import feature, automated append, all

extremely simple but critical for creating a

useful and functional database

How are you using

forms/landing pages?


• Key part of the strategy, providing 14

touch-points for lead capture with multiple

calls to actions

• Ability to refine forms quickly

• Take analysis and make changes on the

fly without having to go to IT for redoing

the forms

How is WebEx integration

being used?


• Using Webex for marketing webinars –

one offs for lead gen

• Training group runs webinars on daily

basis− Have a weekly schedule they formulate at the

beginning of each week

− We build a landing page in Act-On and then

presents it as a schedule for registration

• All the sign-up data goes to Salesforce –

and this way ties back to dollars

What results have you seen

since bringing in Act-On?


Main benefit:

More targeted messages and sending

better emails with higher open-rates

• New campaign increased sales by 3x

• Ability to measure everything

• Overall increased open rates

• Act-On with Salesforce – able to get quantifiable

validation of marketing contribution

How important has the

ease-of-use factor

been for you?


• Act-On is very user friendly

• UI’s nice and clean

• Easy to make web pages, and not write

code

• Email scheduling can be done in a single

afternoon

• Gives everybody the opportunity to use it

and improve transparency

What advice do you have for

other marketing professionals

evaluating automated-

marketing systems?


• Find something that integrates with CRM

• Make sure that you’ll be able to measure

your efforts to the dollar without having to

do a lot of leg work – Integration

• Dedicated free support rep

• In short: Use Act-On

Act-On Integrated Marketing Platform

• Demystifying Marketing Automation by

Design

− Focus on Usability, Simplicity, and Manageability

− Start simple, automate at your own pace

− Built for the Fortune 5,000,000

− Integrated Marketing Platform

− World-class e-mail marketing core and

deliverability

− Integrated web analytics, forms, landing pages,

drip programs, lead scoring, CRM integration, …

• Disruptive pricing & license terms

Validation

Over 250 Customers

Complete Online

Marketing Toolset

Act-On Demo

Greg Wright,

Product Specialist

It’s Easy to Get Started!

• ‘Out-of-the-box’ complete integrated tool

set

• Affordable pricing starting at just

$500/month

• No long contract terms – month-to-month

• Ability to launch within hours

• Can start simple, automate at own pace

• For organizations of all sizes

Ready to Learn More?

Within 24 hours: You will receive an email where you can request a

demo recording, product info, pricing and more.

Can’t Wait? Call our sales hotline at: 1 (877) 530-1555

Or email us: [email protected]

mailto:[email protected]



Technology

DrillingInfo: Striking Oil with Marketing Success