SATISFYING EXTREME GROWTH AND DEMAND GENERATION GOALS
Since implementing EverString, Zenefits has seen:
the everstring advantage
WHO IS ZENEFITS?
HIGHER WIN RATE
THAN ALL OTHER LEAD SOURCES COMBINED
HIGHER SALES EFFICIENCY
BY PRIORITIZING LEADS IN A MASSIVE POOL OF OVER
3 MILLION PROSPECTS
Tapping Predictive marketing
to grow pipeline and boost conversion rates up to 30%
What if you could run a business without all the administrative overhead? It would be a dream come true for any company, but particularly small ones that can’t afford a dedicated Human Resources Director.
Zenefits set out to fulfill that dream when it launched in 2013.
Zenefits developed an easy-to-use cloud-based service that handles all human resources functions, from onboarding and payroll, to vacation tracking, benefits and more. Better yet, they made it free for companies to use. Zenefits makes money from providers–such as health insurance carriers—when its customers choose to manage those benefits through the Zenefits platform.
Named one of the fastest-growing SaaS businesses in history, Zenefits started 2014 with just two sales reps and finished 2015 with more than 300. But as is true at many startups, Zenefits’ marketing leaders needed to fight for and justify every dollar spent. To that end, the Zenefits marketing team needed to be equipped to efficiently and intelligently drive the demand that would enable the company to continue on its incredible growth trajectory.
After a head-to-head evaluation of its existing predictive marketing solution and EverString, the marketing leadership was sold.
“The data made it clear that EverString was the best fit for us and it was just the solution we needed to complete our martech stack. We knew this was the solution that would enable us to connect and engage with prospects from both a scoring and lead-gen perspective,” they explain.
Using EverString’s predictive platform, the Zenefits marketing team can focus their time on marketing to and engaging with the right accounts. Predictive gives Zenefits a data-backed way to determine which accounts to invest time and money in pursuing. Because who has the time to craft messages for accounts that will likely never buy your product? The EverString Audience Platform augments the scoring from Zenefit’s marketing automation system, CRM data, and leverages thousands of data signals to empower the team to craft the right messages for the right audience, guiding customers through the sales funnel.
Like every demand generation marketing team working for a fast-growing company, Zenefits is focused on two major goals: filling the funnel with new leads at a rapid and consistent pace, and sending the highest quality prospects to sales. Too often, getting the formula just right came down to a guessing game.
It was frustrating to focus so much time and effort pursuing accounts only to find out that many were not right for the Zenefits business model. The marketing team at Zenefits is lean, so it needed to get more targeted with its efforts in order to efficiently feed their hungry and growing sales team.
While Zenefits was familiar with engagement marketing and lead scoring, they wanted to move beyond using basic demographic scoring. Their existing customer base did not necessarily reflect who they wanted their ultimate customers to be. By focusing their marketing and sales efforts on the right buyers, Zenefits could save time and money, while still growing at a rapid pace.
Although Zenefits had a predictive solution in place, the marketing team felt restricted in how many levers they could pull when narrowing down the most fitting leads. So the company’s data-obsessed CEO entrusted the marketing leadership with finding a new solution to enable effective and scalable demand-generation programs.
BETTER CONVERSION RATES COMPARED TO THE LARGEST TRADITIONAL SOURCE
SCALING DEMAND WITHOUT SACRIFICING QUALITY
“To succeed with predictive marketing and demand gen, you need to keep your data current and continually refresh your insights. That’s why EverString is the perfect partner. In addition to providing top-notch technology, their team of experts help us gain new insights from our data and fine-tune our overall sales and marketing strategy. That translates into priceless value in addition to the massive conversion lift we’ve realized from our predictive model”.
Data-driven marketers are constantly trying to access better data and more insights to increase ROI. To that end, the team behind the technology was just as important as EverString’s data accuracy according to the team at Zenefits.
"As you are sourcing outside expertise, it’s important to choose the partner that can grow with you and your team. EverString invested the time to understand our business and what we are trying to achieve—and that’s the hallmark of a valuable long-term partnership".
CUSTOMER STORY: ZENEFITS
“Even though we're a well-funded company, we're not given
a limitless marketing budget. We would gladly prioritize the purchase of EverString over another solution in the stack
if we had to make a choice. Predicitive marketing is not a luxury – it's a must-have for performance-oriented marketers.”
—Director of Growth Marketing, Zenefits