itracMEDIA Case Study | Lead Scoring & Erikson Communities

Leading the way to maximized sales.

Problem

In early 2007, Erickson Communities was having challenges segmenting leads into their clearly defined sales funnel. Erickson had identified the demographic profile for a high-quality lead, but was having difficulty segmenting these leads out and managing them through a clearly defined process.

Erickson was frustrated with the limitations of their existing software-based CRM system and its inability to generate and capture behavioral activity data and append this to a leads profile. This data was critical for Erickson to accomplish the level of segmentation and targeting they felt would deliver the ROI they were looking for.

Solution

Erickson Communities partnered with itracMEDIA in early 2007 to implement the itracEMS (Email Marketing CRM platform), across their 19 communities. The objective was to utilize the itracEMS to manage all aspects of email marketing, capture web activity, generate Lead Scoring, and manage automatic email-response triggers.

By connecting the itracEMS to all of the Erickson Communities websites and deploying email campaigns through the system, Erickson was able to create a very detailed Lead Scoring Analytics profile for their entire contact database.

Lead Scoring enabled the sales force to identify high-quality leads in real time based on their historical behavior.

Results

This new way of looking at prospects has opened up Erickson’s eyes to an entirely new way of looking at their leads and enables their sales force to intercept high-quality prospects, and nurture the relationship very early in the sales process.

You might call this skating to the puck rather than waiting for the action to come to you, so to speak. The delivery of useful prospect behavioral reports right to the sales forces email box and desktop has helped ignite a paradigm shift in the way the sales force reacts and immediately responds to buy signals.

Erickson is convinced this type of cutting-edge marketing/sales integration and analytics, put them in a class ahead of their competition.