Innovative Systems Success Story

ISI Logo TOPMany of ISI’s competitors were still experiencing the effects of the recession that had begun in December 2007. ISI on the other hand, had products that continued to provide excellent value to their clients and the company maintained a healthy demand and roster of loyal customers. Sensing the opportunity to gain market share, ISI wanted to go on the offensive and find new ways of reaching new clients using the latest in content marketing initiatives.  They also wanted to drive higher revenue growth through alternative methods of lead generation to a very targeted audience.

Project Overview

  • Two outbound email marketing campaigns (white papers or webinars) per calendar month
  • Average monthly inbound leads: 300
  • Customization of Salesforce.com to accommodate inbound leads
  • Custom management and sales dashboards
  • ISI adopted marketing-to-sales processes as defined in the WinGreen System of Marketing™
  • Seamless integration of WinGreen Systems Architecture™ and ISI Salesforce CRM

Innovative Systems, Inc. (ISI) is a global leader in the development and delivery of high-performance enterprise data management, risk, and compliance applications to organizations around the globe. ISI’s customer-centric solutions identify true customers and detect non-intuitive relationships between all types of customer data, enabling organizations to create a unified view of any customer or data element across the enterprise. They also help protect organizations and their employees from the civil penalties that may result from conducting business with suspects identified by domestic and international government agencies. ISI’s products have proven their value in thousands of applications worldwide.

Many of ISI’s competitors were still experiencing the effects of the recession that had begun in December 2007. ISI on the other hand, had products that continued to provide excellent value to their clients and the company maintained a healthy demand and roster of loyal customers. Sensing the opportunity to gain market share, ISI wanted to go on the offensive and find new ways of reaching new clients using the latest in content marketing initiatives.  They also wanted to drive higher revenue growth through alternative methods of lead generation to a very targeted audience.

ISI contacted WinGreen to investigate how outsourcing content marketing might stimulate new sales growth. WinGreen worked closely with ISI marketing and sales to custom-tailor a year-long program of content marketing to build a healthy sales pipeline. In addition to delivering the WinGreen System of Marketing™ to ISI, WinGreen also customized the existing implementation of Salesforce.com to accommodate the increased inbound lead flow and to provide improved sales enablement, prospect intelligence, and management dashboards. The lead flow process was reorganized in order to most effectively convert the hundreds of new leads being delivered each month by WinGreen into closed business.

The WinGreen campaigns delivered an average of over 300 new, quality leads per month to the ISI sales organization.

WinGreen Provided Services

  • Setup and integration of WinGreen Systems Architecture into ISI’s existing Salesforce.
  • Created email database of 30,000+ contacts in ISI’s designated target segment
  • WinGreen authors and creates two new original white papers per month
  • WinGreen hosts, promotes, and manages logistics for one ISI webinar per quarter
  • WinGreen creates HTML emails, tests for spam filter scoring, and conducts mass email marketing to the target database
  • WinGreen creates optimized landing pages with registration forms on ISI’s website. Forms are pre-filled with responders’ contact data improving registration rates
  • Leads are auto-distributed in real time to salespeople’s mobile devices, email, and Salesforce queues
  • Inbound leads are de-duplicated and resolved against existing contacts. WinGreen manages the contact database for data quality, and manages opt-outs and email bounces to comply 100% with U.S. CAN-SPAM Act