Customer Success Story: Resco Products, Inc.


By Caitlin Perry

Streamlined Marketing Processes for More Effective Lead Management

Resco is the refractory industry’s leading solution provider and discovered the need to introduce automation into their day-to-day marketing processes in order to create more efficient sales workflows and develop a profitable lead generation source.

 

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THE CHALLENGE: DISJOINTED SALES & MARKETING ACTIVITIES

Resco’s one-man marketing team needed to develop and implement a new website within a short timeframe (between 4-6 weeks to create and launch), and was tasked with form integration in order to eliminate redundant (or zero) lead outreach between account executives.

THE PROCESS: SALESFORCE PARDOT IMPLEMENTATION

Canpango facilitated a discovery meeting with Resco to prioritize and outline their unique business needs. After walking through the nuts and bolts of Pardot’s data storage, email template and landing page creation capabilities, Canpango facilitated dashboard design and technical setup guidance for segmentation and automation rule etiquette.

THE VALUE

> Enables marketing team to easily deploy email nurture campaigns through drag-and-drop template functionality, out-of-the-box form setup, lead scoring how-to-do recommendations and automation rule best practices.
> Increases attributional ROI transparency through lead form tracking.
> Elevates customer experience through refined targeting and messaging.
> Decreases redundancy and frees up time and resources from manual marketing admin tasks.

THE RESULTS: POWERFUL LEAD GENERATION STRATEGY

Through a tailored Pardot form integration, Resco now has the ability to develop and leverage a controlled lead scoring model embedded within the design of their new website, allowing marketing reps to receive real-time notifications upon each form submission and work with sales team counterparts more efficiently. This highly focused lead conversion response process, along with a newly refined reporting dashboard, makes customer profile information readily accessible and transparent for all team members. Additionally, Pardot form integration consistently ensures leads are truly leads and are responded to by sales reps in a timely manner.

 

“Canpango’s Pardot implementation services really went above and beyond our expectations. They consistently made themselves available and were always able to follow up with solutions that forecasted the resolve of other anticipated issues.”
Trevor Hileman | Digital Marketing Manager, Resco Products, Inc.

 

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Want More Details?

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