LeadMD Case Study
Lattice Semiconductor Re-tooling with Two Best-in-Class Platforms and the Right Consulting Provider
Lattice started their enterprise marketing automation efforts at the same time they began to implement Salesforce.com. With limited experience in these two functions, the Lattice team knew they needed to consult an experienced team to help with their integrated lead generation and nurturing strategy. Lattice was ready to invest in an enterprise marketing automation software platform and after doing their homework, selected Marketo as the best fit for their business. LeadMD helped them do the rest.
LeadMD helps Lattice build a system to better track their content and marketing efforts Summary Lattice is a service-driven developer of innovative low cost, low power programmable design solutions. For more information about how Lattice’s FPGA, CPLD and programmable power management devices help customers unlock their innovation, visit www.latticesemi.com. The Challenge
"Marketo seemed to have what we needed. The question then became, how do we implement this to its fullest capability and integrate with our existing systems."
Lattice started their enterprise marketing automation efforts at the same time they began to implement Salesforce.com. With limited experience in these two functions, the Lattice team knew they needed to consult an experienced team to help with their integrated lead generation and nurturing strategy. Lattice was ready to invest in an enterprise marketing automation software platform and after doing their homework, selected Marketo as the best fit for their business. “When we decided to explore a purchase of enterprise marketing automation software, we realized there were several systems on the market and not all of them would be the right fit. The main goal in hiring LeadMD was to make sure we implemented correctly, starting with best practices, and we wanted to get it up and running quickly. Marketo seemed to have what we needed. The question then became, how do we implement this to its fullest capability and integrate with our existing systems,” said Rachelle Kerr, Online Marketing Specialist for Lattice. Lattice needed a system in place to help their marketing teams, engage customers with more relevant material and better track their content and marketing efforts. Lattice’s initial labors into using non-enterprise marketing automation did not provide enough insight into what was working and what was not, since the tools did not easily integrate with its website. The Lattice team was looking for a qualified company that had expertise in both Salesforce and Marketo to assist them with their implementation efforts. They saw the LeadMD had the experience they needed with the
Marketo platform, and showed to be a useful, knowledgeable resource. “We often work with organizations where CRM and Marketing Automation are fighting each other. With Lattice starting fresh on both platforms we wanted to make sure that did not happen. Our ability to see the world through Salesforce and Marketo eyes allows us to prevent issues in the implementation process – instead of creating them. Lattice was open to these changes and it will continue to benefit them in the long run,” says Justin Gray, CEO of LeadMD. The Solution When LeadMD started working with Lattice, the company customized a plan that would work with Lattice’s unique needs, such as a working with their custom content management system. LeadMD provided a complete build out of Marketo including all technical setup, integration with Salesforce and direction into creating best practices within the Salesforce and Marketo relationship. They focused on developing a successful process that would handle incoming leads and qualifying each lead for sales. They also needed to develop a process that would smoothly transition their old CRM and lead generation into their new Marketo/Salesforce processes. “LeadMD helped us to set up Marketo and Salesforce in a way that successfully worked for our unique model. Their expertise in both platforms was extremely valuable,” said Kerr. “This can be a painful process to implement and LeadMD made it considerably easier. Their professionalism and service was impressive. LeadMD took the time to learn and really understand our business and technology so that they could make qualified recommendations on best practices that were specific to our needs. Results: The Lattice and LeadMD team worked hard to achieve impressive results in a remarkably short time. These results include: + Seamless integration with Salesforce resulting in a unified
"We often work with organizations where CRM and Marketing Automation are fighting each other. With Lattice starting fresh on both platforms we wanted to make sure that did not happen."
and agreed upon sales and marketing process + 100% acquisition-based attribution for all new name leads that enter the system + Multi-variant programs for lead management based upon both behavioral and demographic lead characteristics + Creation of reports to closely monitor the success of campaigns and marketing efforts + Landing page implementation + Full marketing asset tracking + New, highly scalable lead scoring process that was custom designed for Lattice + Periodic assessments of all aspects of the program and suggesting ways to increase the success of Marketo. + Custom reports that provide analytics into advertising placements drilled down to the detail of cost per lead.
About Lattice Semiconductor Lattice is a service-driven developer of innovative low cost, low power programmable design solutions. For more information about how Lattice’s FPGA, CPLD and programmable power management devices help customers unlock their innovation, visit www.latticesemi.com. About LeadMD LeadMD is a conversational marketing services firm specializing on organic lead generation. Headquartered in Phoenix, LeadMD helps companies fix their funnel by leveraging cutting edge sales and marketing technology to produce quantifiable revenue based results www.LeadMD.com.