CANDDi Resource

Software Advisory Service

About Software Advisory Service

Software Advisory Service offers non-chargeable, expert, technology buying advice to customers looking for IT and telecommunications products and services. The company has grown rapidly in recent years, helping clients to navigate the increasingly complex IT marketspace. It has developed vendor relationships with hundreds of UK technology companies, ranging from large vendors like Oracle and Microsoft through to small, independently managed service providers.

Author: Jim Gall

Jim Gall

Digital Marketing Manager at Software Advisory Service

Glasgow, UK

LinkedIn

Company Software Advisory Service
URL www.softwareadvisoryservice.com
Main locations Glasgow, UK
Business sector IT advice and consultancy
Relationship started March 2016

Background

Software Advisory Service prides itself on delivering expert, impartial advice to customers looking for new IT solutions. The company works by providing a consultancy service which enables its sales team to understand the needs of a customer, typically recommending the best six to 10 vendors for a project. The vendors then contact the customer directly to finalise the procurement.

The Software Advisory Service digital team recently completed a full re-vamp of its website, with more information available than ever before for customers seeking advice on a wide range of IT services and solutions.

The team was keen to utilise the new website for lead generation and marketing automation was a key consideration throughout the design and development of the new site and built into its core functionality. Jim Gall, Digital Marketing Manager, Software Advisory Service, said: “We wanted more insight into who was visiting the website and the ability to track visitors to generate more sales leads. Before deploying CANDDi, we had no marketing automation in place and the extent of our analysis was a CRM system which could track if email had been opened. With the company launching a brand new website, we decided to take our marketing to the next level and we chose CANDDi because it offered detailed insights into our customer base.”

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CANDDi for Software Advisory Service

Software Advisory Service has launched its new website and CANDDi is now a fully integrated part of it. The software tracks existing customers and new prospects to the site. Once identified, visitor notifications are sent directly to the sales team, with rich data including name, contact information, duration, number of sites visits and a history of previous interactions.

The digital team is able to identify a wide range of additional information which it did not previously have access to. It can track a customer’s journey through the whole site, analysing which pages people spend most time on. This feedback informs how the company’s sales team approach a conversation with the customer, and it’s also used to identify additional changes to the site.

The company utilise capture forms on key pages throughout the website, and enable people to leave their details by inviting them to access useful information such as whitepapers. Such is the importance of the data being identified that Software Advisory Service has chosen to have a dedicated person responsible for monitoring the activity from the CANDDi platform.

Fully integrated with existing its CRM system, Software Advisory Service also uses CANDDi to generate insight into how its email marketing 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 its site.

CANDDi for Software Advisory Service

The Benefits

Software Advisory Service now has the insight it needs to facilitate a targeted approach to new business based on better visibility of potential customers. CANDDi has enabled the company to generate a significant number of new business leads in just a few months. The company can pinpoint almost 50 sales conversions, worth more £30,000, as a result of customers being identified and tracked through CANDDi.

Jim concluded: “CANDDi has proved an immediate success, with a return on investment within three months of deploying the software. It provides us with the insight to win business based on real-time data and it is playing a key role as our business grows. Without the software in place, these leads may not have been passed onto to the sales team and we may have missed out on a procurement.”

In the coming months, the company will be looking at new ways in which CANDDi can improve its digital marketing strategy. As more visitors are spending more time on its site, it is hoping to develop specific landing pages based around new campaigns.

Jim Gall, Digital Marketing Manager at Software Advisory Service

“CANDDi has proved an immediate success, with a return on investment within three months of deploying the software. It provides us with the insight to win business based on real-time data and it is playing a key role as our business grows. Without the software in place, these leads may not have been passed onto to the sales team and we may have missed out on a procurement.”

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