Marketing automation is helping Prezi serve up relevant content to B2B prospects for its visual storytelling software.
Prezi has about 85 million users. It introduced Prezi Business, a B2B-targeted cloud-based product last year, and is using automation to better connect with customers throughout their entire lifecycle.
“When we rolled out our new product last summer, we needed to know more about how our customers and prospects were interacting with our content,” says Nadiya Ghausi, vice president of marketing, Prezi. “We wanted to know what information was valuable to them and help improve our B2B customers’ experience.”
The sales cycle for Prezi is typically short, less than 30 days. The price point ranges from the hundreds to thousands of dollars, depending on how many users a customer has for the product.
The company uses Salesforce Pardot to help track user behavior on the website.
“As we developed our portfolio of content, Pardot became a critical part of knowing who was engaging with what and how, to help us see who are good prospects,” says Adam Wooley, director of B2B marketing for Prezi. “We rely pretty heavily on automation, to give people content that they are interested in. It helps us deliver things in a compelling way without a large sales team.”
Email is the top way Prezi sales reps engage prospects. If a lead goes cold, automation can help reengage a prospect with appropriate content.
Conversion rate is the main metric to track ROI. “There a lot of things we keep our eye on to identify more qualified leads,” says Ghausi, noting leads are examined on a regional basis as well.
“Typically the lead gen team as a whole is measuring against lead volume targets each month,” adds Wooley.
Prezi is also looking at machine learning to help improve its content delivery, he says. “We want to get more innovative and address specific needs and talents.”