Michael Sandvig, Marketing Communications and Event Manager for TPS, explains, “It takes someone a long time to enter 1,000 leads, especially when you can’t read the handwriting and have bad information anyway. The leads were not coming through fast and because the process was cumbersome, the leads, once they were finally available, were no longer valuable.”
Sandvig and the marketing team needed a better system than manually entering poorly written leads, as well as a solution that introduced consistency to their unpredictable lead retrieval processes. They also required a way to track ROI to prove the value of their events and better analyze each event’s success. With the current process, they would manually input leads into Salesforce and lose track of leads afterward; unless a salesperson tracked the progression of a lead from event to deal closure, the marketing team had no way to track ROI.
“Our lead capture processes were everywhere,” says Sandvig. “There was no uniformity, no process, no agreed-upon procedure at all; it was just a free-for-all. And then the salespeople on the back end wondered why it took us weeks to get them the leads.”
Initially, in their search for a solution, they tried another lead retrieval company, with disappointing results. Due to the lengthy input process and inefficient interface, they eventually returned to their same old method of handwriting leads or using rented scanners. But their pain points persisted.
Soon after, Sandvig experienced an iCapture demo, and he quickly discovered iCapture “checked all our boxes in terms of ease-of-use and ability,” as well as integrated with Salesforce and lead retrieval vendors. Their team entered into a partnership with iCapture and had three main objectives:
- Eliminate manual entry and move leads faster through the funnel
- Add visibility and track ROI for each event
- Create a consistent system that integrates seamlessly with their workflow