Case Study: accesso
HEADQUARTERS: London, England
EMPLOYEES: 881
INDUSTRY: Travel & Tourism
SOLUTIONS: Pardot, Salesforce Engage
accesso is a ticketing solutions company specializing in the Entertainment, Tourism and Attractions industry. The firm’s global reach and recent significant growth are driven by organic expansion and market leadership.
accesso understands that technology is a critical component to business success. Their patented and award-winning solutions drive increased revenue for attraction operators in 30 countries, improving the guest experience while helping clients streamline operations and harness the power of data to inform intelligent business and marketing decisions.
Challenge
A Salesforce customer for more over a decade, accesso created aggressive 2019 sales targets. Yet, executives had limited visibility into inbound lead generation efforts. VALiNTRY was hired to perform a Customer Instance Health Check and, once it was completed, accesso determined they should focus on:
- Better prioritizing and qualifying inbound leads
- Automatically increasing touchpoints on new leads
- Seamlessly aligning sales and marketing efforts
- Dramatically reducing sales process labor hours currently in place with BriteVerify & MailChimp
Solution
VALiNTRY360 implemented and configured Pardot as the marketing automation solution and accesso is self-managing post-delivery.
This implementation allowed accesso to:
- Nurture contacts and segmented leads with targeted and automated campaigns
- Implement Account-Based Marketing (ABM) strategies to help marketing and sales partner to win new business
- Provide sales targeted and marketing qualified leads (MQLs)
- Understand and analyze each campaign’s performance
VALiNTRY360 helped accesso create success by providing:
- Pardot implementation, configuration, and setup with Salesforce connector and Einstein Analytics
- Salesforce Engage Setup, configuration, and license distribution for initial accesso sales users
- Configuration of NeverBounce and Instapage form integration with Pardot
- Five (5) one-hour training sessions via web conference
Results
With VALiNTRY360’s assistance, accesso performed a complete overhaul of its sales organization and processes. With the successful integration and configuration of Pardot, Salesforce is now a system of impact vs system of record and accesso is solidly part of the Customer Ohana. Other results include:
Sales cycle was shortened by 7 days
An automated response process was created that eliminated human intervention via real time lead assignments by industry and territory
Plus
- Helped to get the company to realize that they sell solutions not products
- Initiated lead attribution based on sourced keyword and cost
- Monetized existing educational process based on insights provided by Pardot
- Defined, mapped and implemented specific customer journeys by client type
- Created progressive lead profiling, scoring, and grading to qualify users based on activity
