how instructure accelerated · “events are critical to our strategy. we do everything from trade...

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How Instructure accelerated its lead capture.

CASE STUDY

K E Y H I G H L I G H T S

“Events are critical to our strategy. We do everything from trade shows to massive user conferences that have grown to more than 3,000 attendees. They give us an in-person opportunity to deepen our relationships with our clients.”

JACQUELYN BURRELL,Director of Events, Instructure

Instructure is a leading SaaS platform that encourages continuous learning and professional development. Its products focus on lifelong learning and helping people grow from their first day of school to their last day of work.

In-person events like trade shows and conferences offer businesses a rare opportunity to meet and connect with their customers face-to-face.

Jacquelyn Burrell, Director of Events, explains why they’re so important to Instructure’s marketing strategy:

The Instructure team manages all of its events in-house - everything from planning the space to staffing the booth. Events are a major investment, both in terms of generating new leads and building the company brand and reputation.

• Follow up time reduced from 4 weeks to 1 hour.

• Intelligent insights over event performance.

• Events linked directly to Salesforce and Marketo.

Akkroo was acquired by Integrate in April 2019. This case study was originally produced in partnership with Instructure before that date.Click here to view the press release

https://www.integrate.com/contact/

https://www.integrate.com/news/integrate-acquires-event-lead-management-company-akkroo/



PAPER LEAD CARDS CAUSED SLOW FOLLOW-UP AFTER EVENTS

At most events, Instructure used paper lead cards to collect attendees' details. This worked well on the show floor, but caused challenges and delays after the event. Jacquelyn explained:

"We had someone working full time to go through lead cards after events. We had to process them, make sure they were accurate, and only then could we begin our outreach. That process could take weeks."

The longer it takes to follow-up with prospects, the less likely you are to ever hear from them again, let alone make a sale.

“If you don’t immediately follow up with a lead while they’re enthusiastic and engaged, you’ve missed an invaluable opportunity to deepen your relationship with that person.”

Instructure knew that slow follow-up was damaging its relationship with customers, and likely costing sales. The company needed a lead capture platform that would move them away from pen and paper, and the manual, time-consuming process of typing up each lead.

THE SOLUTION IS INTEGRATE EVENTS

One of Instructure’s top priorities was to choose a lead capture solution that connected with existing systems.

“Any new lead capturing solution would need to integrate into Salesforce and Marketo. Those platforms are vital to our organization and could accelerate a lot of our follow-up processes.”

Using Integrate Events was a big change for Instructure’s lead collection process. They were able to move away from hand-written lead cards, improving data accuracy and reducing the time between meeting someone at an event and following-up. Jacquelyn explained how Integrate Events has helped the Instructure team improve its lead capture process:

“We saw that Integrate Events would help us expedite lead capture and processing. We’d finally be able to follow up quickly and maintain our attendees’ excitement. Compared to handwriting, using Integrate Events to scan badges lets us collect leads faster, and our data is infinitely more accurate.”




CONNECTING EVENTS WITH INSTRUCTURE’S MARKETING

It was really important for Instructure to connect events with its in-house marketing and sales technology. Instructure needed its event leads to flow into its CRM and marketing automation systems, and Jacquelyn is delighted with how well Integrate Events achieves this:

“Our integrations are like magic! All leads from the events feed directly into Salesforce and Marketo.”

As well as saving the team lots of time and effort manually typing up lead cards after an event, it’s had an incredible impact on Instructure’s follow-up process.

“It used to take 2-4 weeks to process leads from our events. Using Integrate Events, we can follow up with hot leads within an hour.”

HOW INTEGRATE EVENTS HAS HELPED INSTRUCTURE

One of the unanticipated benefits of Integrate Events for Instructure was the improved visibility they had over their events performance. Integrate can now see how many leads it collects at each event.

This helps Jacquelyn identify Instructure’s best and worst events, and informs future events strategy.

“I can now instantly see how well we did at an event. Looking at my Integrate Events dashboards, I know how many leads we generated and if the event was worth our time. As I plan out the following year’s events, that’s priceless information.”

“For many companies, generating leads is probably your priority at events. That’s where Integrate Events can help. It makes it easy to align lead generation with all your other event objectives. You can create events that make customers happier, accelerate your sales cycles, and leave lasting impressions.”





Instructure (NYSE: INST) is an educational technology company. It is the developer and publisher of Canvas, a web-based learning management system, and Canvas Network, a massive open online course platform.

Integrate provides demand orchestration software that automates top-of-funnel demand-marketing efforts, connecting lead data with MA and CRM systems to scale pipeline and revenue contributions. Visit www.integrate.com to learn why innovative companies like Dell, Rackspace, Salesforce and Intacct choose Integrate.



how instructure accelerated · “events are critical to our strategy. we do everything from trade...

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