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Key Outcomes
By using Click, OGT was able to achieve the following marketing results:
Save Time
Time Saving of 10 Hours per month
Effective Marketing
Eliminated data siloes for more efficient and effective marketing process
Compliance
Instituted a GDPR-compliant email marketing process
Lead Nurturing
Created lead nurturing programs to maximise conversions and sales resources
OGT utilizes Click’s native integration with Dynamics to streamline their sales and marketing processes, create powerful sales automations and save valuable time and resources.
Overview
OGT is a leading global provider of clinical and diagnostic genomic solutions that are created for scientists by scientists. OGT has patent families covering areas that are relevant to the biological sciences such as microarrays and genomics.
Challenge
When OGT made the investment in Microsoft Dynamics CRM, the need for streamlining their sales and marketing processes with an integrated marketing technology became very apparent. Utilizing separate systems for their customer
database and email marketing, OGT faced a time-consuming and complicated process for sending, tracking, and reporting on their email marketing efforts. In addition, their email marketing platform was not user-friendly and lacked features beyond email, making it harder for OGT to reach their audiences at the right time with the right message. With no way to nurture leads, this also meant sales resources were stretched thinner than they needed to be.
OGT are based in the United Kingdom and are subject to European General Data Protection Regulation (GDPR) regulations.
Solution
Click’s native integration with Microsoft Dynamics provided OGT with the real-time data syncing that they were looking for, improving their opportunity management, removing time consuming manual processes, and eliminating data silos.
Managing customer records and opportunities in one place added visibility and transparency across the organization, streamlining sales and marketing activity, reducing replication, and improving time to revenue.
Click’s Marketing automation and email design tools gave OGT the ability to create dynamic, segmented, automated campaigns. This enabled them to send emails that are tailored to individual contacts’ interests, nurturing leads more intelligently, and keeping them warm until they are ready to buy.
Results
After implementing Click’s solutions, OGT saw an immediate benefit in having a more streamlined email marketing process. Automating their campaigns and customer journeys led to more focused sales efforts, resulting in increased opportunity conversion rates.
Eliminating manual processes with Click’s Dynamics integration has saved the marketing team over ten hours per month in valuable time and resources.
Dynamic segmentation features from Click allow OGT to be fully compliant with GDPR, giving contacts the ability to control which emails they receive using a subscription management system.
“If you use Microsoft Dynamics and are looking for a marketing automation solution that integrates well, Click is an excellent choice. The email builder is very user-friendly and there are lots of other useful features to take advantage of, such as campaign automation and web content tools, that can help extend the reach of your digital marketing efforts.”
Tim Sowa, Digital Marketing Manager, OGT
