By using Sales Cloud to streamline quoting and improve the ease of processes like course scheduling, IPC APAC has achieved significant gains in productivity over the last few years while improving service. The Association is much more scalable as a result and has begun using Pardot to improve lead nurturing and grow its membership base.
"We realised there was more we could be doing with Salesforce, and so we brought on Pardot to increase engagement with leads from events and digital marketing campaigns," said Xiao. "Pardot has additionally provided an opportunity to do more analysis of our marketing activities and see which campaigns and events deliver the most value."
IPC APAC was able to implement Pardot itself, using Trailhead for step-by-step instructions for activities like building campaigns. It also received support from the Salesforce Success Cloud team who shared first-hand knowledge and resources like whitepapers on Pardot and introduced IPC to other customers who had been successful using the solution. "We found working with the Success Cloud team very valuable and it has led to us building relationships and learning from other customers using Pardot," said Xiao.
IPC APAC is now using Pardot to manage everything from setting up landing pages and capturing lead details through to lead scoring and nurturing. Pardot also provides customer service reps with more information to understand and prioritise leads. For example, reps can see where leads have come in from, and know which topics they're most interested in. This eliminates the need for cold calls and has contributed to an increase in lead conversion from around 18% to 26% in less than one year.
"We've increased lead generation and shortened the conversion cycle. We've also increased our net promoter score to 50 which we attribute to knowing our customers really well and improving our engagement and service," said Xiao.