About Web Windows
Web Windows is an advertising and marketing agency based in Peterborough. The business was incorporated in 2002 and today employs 25 staff across its media, marketing and design departments.
The company mission statement is to gain ‘More sight for your site’ through web marketing services. These services fall into four key areas - search engine optimisation, national newspaper advertising (for, amongst others, Times, Observer and Guardian), online advertising (online media buying services across some the UK’s leading websites) and pay per click advertising.
Web Windows has a 10-strong new business sales team which is focused on lead generation through outbound activity. The team has used a number of different marketing automation software products in the past but they needed a solution which would provide an extra level of functionality beyond website visitor tracking.
Tom Anderson, Associate Director at Web Windows, commented: “We needed software which could support our outbound sales team by generating high quality leads. We also needed a solution which could integrate with our CRM platform effectively so that we have all the information about our prospects in one place. When we came across CANDDi platform we immediately thought this was the software for us.”
Web Windows launched a new website in December 2015 and wanted to ensure that it was fully integrated with CANDDi. With the business growing in the UK, and also in the US with the opening of a New York office, the new website was an important platform for the agency, so the ability to generate insight from it for new business activity was a priority.
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CANDDi for Web Windows
Web Windows uses CANDDi to generate insight into how its outbound email campaigns are performing. By integrating the CANDDi tracking code into emails it sends to new business prospects, the sales team are able to identify visitors clicking on the email links which go through to the Web Windows site.
“Prospect analytics generated by CANDDi has proven invaluable to our sales team”, said Tom. “We can now make decisions about how and when to contact prospects based on the data we have, which was not previously possible.”
The sales team prioritise certain actions based on how the prospect has interacted with its outbound communications. The company’s emails contain a call to action in the form of a link to pre-designed landing pages. For example, if there is no interaction with the email content, the sales team then prioritise a call directly to the prospect.
Web Windows also uses CANDDi to track data on visitors to its website. The team run a filter on the length of time they remain on the pages they visit to understand their areas of interest. This gives the company complete visibility of qualified and genuinely interested leads.
CANDDi is fully integrated with Web Window’s existing CRM system, which is made possible due to its open API. CANDDi sits as a “marketing” (or analytics) filter on top of the CRM platform. When identified visitors perform pre-defined trigger actions on their website then CANDDi will capture this information and will real-time update the CRM platform with this information
CANDDi has boosted Web Windows’s new business capabilities by providing valuable data which enables the sales team to become more efficient and targeted.
Tom commented: “CANDDi provides us with the insight to win business based on real-time data from our outbound communications and from the website. Our sales team play a critical role in our business as we look to growth the agency and intelligence of this quality completely takes away any guess work which means we can focus our efforts on exactly the right sales leads at the right time.”
Web Windows have experienced an improved clickthrough rate in their outbound email campaigns and an increased number of visitors to their website.
“CANDDi has undoubtedly helped us to attract new clients and more than pays for itself every month”, said Tom. “Whereas many of our competitors take a scattergun approach to new business, we have the data to make the right decisions on the most appropriate tailored and personalised ways to engage with our prospects and customers. As an advertising and marketing agency, it’s important that we maintain good relationships. CANDDi helps us to do this more effectively.”
Tom Anderson, Associate Director at Web Windows Marketing
“CANDDi has become a major part of our package. The services we provide hinge on long-term extensive use of CANDDi”
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“By directly helping us to identify sales leads CANDDi has already paid for itself!” - Laura Wilde
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The consultant followed-up and managed to secure the sale of two systems to the value of £10,000. CANDDi yielded a return on investment in just three months.