ServePath Revs Up Conversion Rates with Salesforce for Google AdWords

"Salesforce for Google AdWords gives us a clearer picture of where leads are coming from and which words are tied to actual sales… we can see the highest revenue-generating ad words. It puts us in a very powerful position."


Challenge
  • ServePath—a leading dedicated server provider and hosting specialist—sought a CRM solution to manage its sales process and maximize the effectiveness of its marketing efforts
  • The company wanted an easy-to-use yet comprehensive system to meet the challenges of its rapid growth
  • The ability to integrate with backend financial systems and support operations was key

Solution
  • ServePath launched its business on Salesforce Group Edition, subsequently upgrading to Unlimited Edition, which is used by 93 users companywide
  • Salesforce for Google AdWords allows the company to create and manage Google ads within Salesforce, and see which words are the most revenue-generating 
  • Marketing results from Google and other search engines—displayed on the Salesforce dashboard—inform ServePath’s marketing strategy
  • Campaigns track open rates for email marketing and other programs, displaying how many opportunities have closed and ROI
  • Integration with a billing system and backend customer database via Scribe Insight and Adapter links vital data with Salesforce
  • ServePath migrated its ticketing system and 24/7 support operation to Salesforce Service & Support, providing the sales team with a bigger picture of the customer within Salesforce
  • Salesforce's Web-to-lead feature automates lead generation originating from the company’s four Web sites and then manages the distribution of those leads
  • Dashboards capture a variety of metrics such as leads, sources, support, project management, recruiting, and search engine marketing

Results
  • ServePath can now monitor where its monthly reoccurring revenue originates, tying Google AdWords to converted leads
  • With greater insight into its marketing effectiveness, the company can quickly shift its efforts to maximize revenue
  • Salesforce is the company’s one-stop source for attracting prospects, converting leads, supporting customers, and managing the lifecycle of the customer
  • The integrated solution ties together sales, support, marketing, and accounting, rendering a complete picture of the customer
 
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