Salesforce has a reputation for being laden with features only required in very large enterprises and the price tag to match big corporate budgets. These overburdened systems cause both training and customizations to be lengthy and processes to be intricate, often requiring specialized consultants for implementation. As Laura Cuttill, Practice Lead for Advertas comments, “Systems are only as good as their adoption and usage rates. I could spend a fortune to implement a host of features and a completely customizable solution, but if my marketing and sales teams don’t enjoy using the tool, business insights and productivity suffer.”
Advertas is a Texas-based agency which provides marketing, strategy and sales support to technology companies. Geophysical Insights, a software provider of seismic interpretation in oil and gas exploration, retains Advertas as their agency of record and complete outsourced marketing department. Cuttill oversees all the marketing operations. “We’ve had the pleasure of serving Geophysical Insights since its inception in 2011. The company has flourished from a startup to a major market player over the past seven years, and at every stage they have found it more beneficial to leverage our services exclusively. They don’t maintain any internal marketing teams aside from us. We are charged with developing their brand and leads, and managing it in the best possible way,” she explains.
For years, Advertas managed instances of Salesforce for agency CRM and Parature for customer support on behalf of Geophysical Insights. “The acquisition of Parature by Microsoft, and subsequent sunsetting of the product was what precipitated the search for a new solution. It had to be incredibly scalable as the business was experiencing a significant growth curve. Our challenge was really to not only examine what we needed today, but to plan for what would be needed next year and in five years,” she explains.
This launched a search for the best-in-class support platform that could also integrate with the CRM for agency tool for demand generation and digital marketing efforts. “We set off on a thorough examination of the landscape of providers, mapping features to both current and future needs,” she recalls. The list included players like HubSpot, Zoho, Pipedrive, Marketo and others.
Advertas initially became acquainted with the Freshworks family of products through a prior client engagement with Freshdesk, the support platform. It was through that experience that the team decided to include Freshworks in their analysis.
Today, Advertas uses Freshsales on a 70-30 split. 70 percent of it is used for marketing automation, emailing, acquiring and following up with leads from the Geophysical Insights website, and sales campaigns, whereas 30 percent of it is used for analyzing its deals pipeline, forecasting revenue and more.
Bulk Emailing This is a must-have and most-used feature by Advertas. Advertas often organizes events for clients, such as webinars and seminars. The events are promoted through targeted emails to relevant customers and prospects. Freshsales allows the customer to send 1,000 bulk emails per day per user.
Sales Campaigns The company uses this feature to create personalized outbound campaigns for its customers. For example, every time a potential customer visits the Geophysical Insights website and downloads a whitepaper, Freshsales automatically captures the customer data, following which he/she is entered into a drip campaign wherein they receive a series of emails over the next week or two, from thank you messages to request for meetings.