Rapidly matching leads to accounts and expanding revenue ops
Chicago-based Jellyvision is an intriguing company that started in educational media, evolved into a popular game software developer, and now offers the unique, interactive employee communication solution ALEX. Today, more than 1,200 companies use ALEX to navigate the complexities of employee benefits and personal finance.
Like other companies, Jellyvision’s revenue team regularly captures new leads from multiple channels, including website visits, digital marketing campaigns, and on-the-ground events. But it faced challenges and also saw opportunities for improvement in its lead management processes. Ideally, every lead a company captures would be sales-ready: Fitting into the total addressable market (TAM), familiar with the company’s product, and ready to buy. But this isn’t always the case. To prevent sales teams wasting hours chasing irrelevant leads, one of the most important aspects of lead management is ensuring leads are sales-ready. Ensuring sales-readiness requires two subtle, but critical processes: lead-to-account matching and lead routing.
Previously, the team had used the out-of-the-box features of its marketing automation platform Marketo and its CRM, Salesforce. While many companies use Marketo to execute email marketing campaigns, and many companies use Salesforce as a system of record, neither is a lead matching or routing solution.
Tray Universal Automation Cloud automates lead matching and routing (and more)
“We had historically used our point solution for lead matching and routing, but what we really needed was something more extensible,” says Jellyvision’s Senior Manager of Platform and Automations. “We needed something for broader use cases across our entire organization.”
Jellyvision’s revenue team frequently fielded a variety of requests, not just for lead routing. There was a real need to close operational gaps that slowed everyone down with tedious manual tasks. Using Tray’s API integrations, the Jellyvision team created a custom integration between Marketo and Salesforce, using additional tools such as Bizible and RingLead to de-dupe leads, segment leads by product line, apply filtering processes to personal email domains from the account-matching process to ensure they’re recorded properly, and divvy up leads for new accounts to the appropriate sales team member. The team built an automated workflow that not only connected Jellyvision’s tech stack but also nimbly managed a lead database that was too big for Marketo to handle on its own.
Improved lead response times to support higher conversions and win rate
Jellyvision’s automated workflow elegantly managed its substantial lead data payloads and significantly sped up lead response time.
“Previously, pushing so much data through Marketo meant delays in our lead qualification process as we verified the integrity and accuracy of leads before routing them to sales. We had even resorted to pushing this huge amount of data out during the evenings when no one was at work. With Tray, we got our lead response time down from about 30 minutes to 10.”
