SnapApp of the Week: DemandGen’s Relationship Counselor
November 7, 2014 | Dan Trefethen
Here at SnapApp, we love seeing the amazing, creative content that our customers build using SnapApp. From photo contests and bracket competitions to giveaways and sweepstakes, the SnapApps our customers build everyday continue to amaze us. Each week, our account managers will introduce you to one of the SnapApps we can’t stop talking about around the office.
DemandGen helps companies deploy and utilize marketing automation services and CRM systems like Eloqua, Marketo and Salesforce. A key story in their space is misalignment between sales and marketing – expectations are high and communication is low. DemandGen promotes sales and marketing alignment throughout their marketing materials as a best practice for getting the most out of CRM and marketing automation deployments – making this an obvious topic for an interactive experience.
How do you find out if your prospect is experiencing sales/marketing alignment or not? You could offer a white paper on the importance of a strong relationship… or you could ask them how they’re doing.
DemandGen is currently running a campaign asking their audience to think about how strong their sales and marketing relationships are. They developed an assessment covering the key problem areas for sales/marketing alignment, including questions like “Do you have an agreed-upon definition of the word ‘lead’?” To get their results, prospects fill in a lead form that includes required fields for the Marketing Automation and CRM Systems currently in place in their company, as well as that visitor’s responsibilities around each system.
With this SnapApp, DemandGen captures key participant information that will help them determine if the lead is a fit for their service or not. They are also using this as an opportunity to collect data on the marketing automation and CRM systems their prospects use, allowing them to create personalized nurture content based on the specific needs and interests of their audience.
Using a SnapApp best practice, they are promoting the assessment right on their homepage next to other featured content. Of the users who have been exposed to this SnapApp, 53% have clicked through to see what’s next. 45% have completed the lead form in order to receive their result, and 25% have downloaded the Relationship Counseling white paper. Find out for yourself: Do your sales and marketing efforts need counseling?