About Equinix Telecity
Equinix Telecity provide secure connected environments for the IT and telecom equipment in the digital economy. Their company group is the interconnection platform for the world’s leading businesses. It’s more important than ever for Telecity to power and connect the digital economy to more businesses.
What Equinix Telecity needed
Initially, Telecity were using Lead Forensics as their lead generation tool. They used Eloqua for their email marketing software and Dynamics as their CRM system. Navigation between these three systems was time-consuming and confusing. With no link between the systems, there was also no link in Telecity’s pipeline.
Their lead generation activity did not directly link into their email marketing campaign. It didn’t integrate with their CRM either, meaning each system had different information. As a result, performance was average in both sales and marketing.
Our solution
Lead generation
Unlike Lead Forensics, GatorLeads identified the individuals on Telecity’s website. Not just the companies. This was thanks to their PURL functionality, which increased Telecity’s engagement levels. Where before there was a one in five conversion rate, they now have a three in five conversion rate.
The process hadn’t taken any more time out of their sales process either. In fact, it became simpler. Instead of going through the high level companies from Lead Forensics, Telecity use GatorLeads to drill down into individual data. Telecity even started using the PURL tool to contact individuals they met at events. This further increased their event conversion rate by 60 per cent.
In fact, their monthly lead generation increased by 40 per cent from using GatorLeads. These leads were already at Telecity’s fingertips. With the correct tools to identify the relevant individual, Telecity have been able to produce those results.
The level of data from GatorLeads has also helped their marketing team. With real-time data reported on untraceable channels such as PPC and social media, marketing can see where quality prospects are coming from. This has fostered the positive relationship between Telecity’s sales and marketing team. They account 35 per cent of their conversion rate increase to their sales and marketing collaboration.
Email marketing
After Telecity expressed frustration having to work with Eloqua and Lead Forensics separately, we introduced them to GatorMail. GatorMail worked in synch with GatorLeads to provide a lead generation and nurturing strategy that would improve Telecity’s conversion rate even further.
With the individual data in GatorLeads, Telecity could segment leads based on their “lead score”. They could also target them with specific email communications. This was based on what they had seen each individual lead interact with on their website.
“The combined individual lead gen & nurturing approach has contributed to the increase in our conversion rate significantly.”
– Shaun O’Keeffe, Marketing Campaigns Manager
There were many features that Telecity were able to take advantage of within GatorMail. A key function was the dynamic content. It allowed them to deliver relevant content to their segmented target audiences. The ability to target relevant contacts with the right content helped Telecity nurture leads to the point of sales readiness.
Again, this improvement didn’t cost Telecity time or money. Due to the simplicity of GatorMail, setting up an email or building a campaign was achieved in minutes rather than hours. Even distribution was easy to track with the group management and analytics features. Telecity saved an average of £10,000 a year. Before, they would have spent that on an agency managing their email automation for them. Due to GatorMail’s user-friendliness, they could now control this function in-house.
Finally, moving into marketing automation
It’s the dream of every large company to have an automated marketing system. The reality is that few companies offer an entire solution. Even fewer integrate seamlessly into existing CRM systems. Once GatorLeads and GatorMail was in place, Telecity realised that CommuniGator’s full suite could be the answer.
The workflows within Gator’s automation suite were simple but effective. The powerful workflow tool allowed Telecity to construct multiple campaign journeys. Each complemented the other and covered every target audience they were trying to reach. The illustrative journey also made it easier to envision how each campaign would function. It then became easy to dissect each stage of the marketing campaigns and assess the performance of each level. The ability to compartmentalise each campaign allowed Telecity to improve, implement, and optimise their performance.
Even as the data grew old and engaged, new data was supplied from GatorLeads, ensuring a never-ending, automated marketing process. There was one last thing to consider: CommuniGator’s
integration with Microsoft Dynamics. Which turned out to be best-in-class.
There was no longer any need to deal with multiple systems and suppliers. Time spent on improving their sales processes was shortened and cut costs significantly. The CommuniGator marketing automation suite encompassed everything.
“CommuniGator is the ultimate choice for B2B Marketers for three simple reasons. It engages, nurtures and converts your leads. In my opinion, it should be everyone’s first choice for effective marketing.”
– Shaun O’Keeffe, Marketing Campaigns Manager