Can you tell us about the marketing technology stack currently in use at QAD?
We use a number of technologies to support our marketing efforts. QAD uses Salesforce as its CRM. In the area of Marketing Automation, we use Marketo and Unbounce. We use RFPio for RFP Automation. As far as ABM/Intent/Predictive/Paid Media, we use 6Sense. QAD uses Cvent for in-person events and On24 for online webinars. In the area of Social Media, we use employee advocacy tool GaggleAMP and social sharing tool Sprout Social. As far as Retargeting, QAD uses 6sense and Outreach. And, for our Conversational Marketing efforts, we use Drift.
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What key metrics do you use to measure the effectiveness of your marketing campaigns?
We use a number of measures to gauge the effectiveness of our marketing campaigns. This includes leading and lagging indicators as well as measures of overall effectiveness and efficiency. Efficiency is critical to ensure our resources are invested for the greatest return possible. The measures include: open rates, increased account engagement, campaign successes, development accounts assigned to BDs (DAs), sales ready leads (SRs), sales accepted leads (SAs), pipeline generated, wins and cost per SA lead. Actuals are also compared to campaign budget targets.
How do you prioritize which marketing tools and platforms to invest in for QAD?
We have a digital first approach where we try to maximize the leverage of our campaigns. We seek out tools and platforms that will help. Sometimes these are identified as part of our strategic plan as areas we believe could have an outsized impact.
Can you speak to QAD’s approach to personalization and the customer experience in its marketing efforts?
We have mapped our customers’ buying journey and developed collateral to answer questions at each stage, remove bottlenecks and accelerate pipeline. We can infer where prospects are in the journey by the type of content they consume. Our predictive models also do this leveraging intent data captured outside of our web site. This allows us to deliver tailored content directly or through targeted ads. Our Drift Conversational Marketing tool, which utilizes a chatbot and conversational playbooks to interact with visitors to QAD’s website, can suggest tailored material based on customer segmentation or what web page a customer or prospect is on.
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