Supported by Salesforce, GO1 has continued to grow rapidly. It has opened up new offices in South Africa, Vietnam and Malaysia over the last year and expanded its course offerings to meet the needs of new customers worldwide.
GO1 now estimates that every six seconds there is a customer somewhere in the world completing one of its courses. The company’s goal is to increase that measure to one course per second, and it has adopted Pardot to streamline marketing and widen its reach.
New campaign and landing page templates have been set up in Pardot which can be executed locally by teams in Australia, the United States, South Africa, Vietnam, the United Kingdom and Malaysia. GO1 can easily track engagement with these campaigns and determine which collateral is most effective.
To further improve lead nurturing, GO1 has used Pardot Connectors to be able to track attendance at webinars and events and send targeted follow up materials to no shows and attendees. It has also connected Pardot with Google Ads so that it can track where leads are coming from and use this information to measure ROI and optimise campaigns. All inbound leads are assigned to a sales person more than twice as fast as before.
“Now that we are managing sales and marketing on one platform we can more seamlessly nurture leads. Pardot also helps us work faster to launch campaigns for specific regions, so we can tailor our messaging without slowing ourselves down,” said Tran. “That speed is really important to us, because as a high-growth organisation we need the ability to move at a fast pace.”
Moving forward, GO1 plans to use Trailhead to help new employees get started on Salesforce and explore new capabilities. It also plans to use Einstein Analytics to gain deeper insights into customers which it can use to improve lead conversion. “Having a single source of truth in Salesforce allows us to diagnose and solve problems both locally and globally, and adding more analytics to that will make it even more valuable,” said Tran.