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  2. Booker
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Business management platform integrates Salesforce and Marketo with a single system of insights to identify target accounts, source new prospects, and enrich sales conversations.

Industry

Business Software

Use Case

Account-Based Marketing

125%

Increase in sales of new solution


Booker Increases Conversions & Consolidates Predictive Tech With Integrated Intelligence

Business management platform integrates Salesforce and Marketo with a single system of insights to identify target accounts, source new prospects, and enrich sales conversations.

Since 2010, Booker has helped thousands of local service businesses grow their customer base, book appointments, process payments, manage employees, and build long-term client relationships. Today, Booker has become an all-in-one business management platform for over 128,000 professionals and 11,000 locations. But growing isn’t easy. It took a shift in strategy, technology, and tactics to meet their full potential.

Challenge
Booker has helped thousands of local service businesses grow their customer base, book appointments, process payments, manage employees, and build long-term client relationships. But given the constant turnover and high volume of small businesses, it was difficult for Booker to find new, high-quality prospects and surface accurate information about those leads for their sales team.

Early on, Booker tried buying lists from data vendors, but they found some of the supposedly net-new leads were, in fact, duplicates of prospects already in their Salesforce and Marketo. This meant Booker was spending money buying leads already in their systems, as well as enduring a painful process of merging and de-duping records. In addition, any firmographic and contact data included on the lists was sometimes too outdated or irrelevant to reach prospects via outbound marketing and sales in meaningful ways.

As Booker matured, they shifted their focus to target larger accounts. To support this shift they adopted an ABM approach. Booker needed the account lists and data to launch an enterprise ABM approach. At this stage, they were leveraging two predictive solutions – Radius and Infer – and needed to consolidate so that their new accounts, prospect data, and predictive account scores came from one integrated system.

Solution
Booker identified Radius as an immediate solution to help fuel their early stage growth in the local market. Radius data quality far outperformed data providers, and the integration to Salesforce ensured only new qualified leads made their way into the sales system and funnel. “Radius at the moment has the best Salesforce integration,” said Nick Bhutani, Booker’s Director of Acquisition Marketing. Radius matched records in its Business Graph against leads and accounts in Booker’s Salesforce, thereby minimizing duplication when sourcing net-new prospects for Booker. In addition, the Radius Connect sales intelligence tool surfaced up-to-date information about prospects’ online ratings, social presence, and nearby businesses that helped the sales team personalize their outreach and source additional leads.

In their second year with Radius, the Booker team saw the opportunity to consolidate predictive lead scoring (previously fulfilled by Infer) with net-new account acquisition and prospect data (fulfilled by Radius). Radius helped Booker segment their accounts into grades (A,B,C, and D) to understand what their ideal account looked like. This approach was especially critical in supporting the sales for a new product line called Frederick.

Results
SVP of Marketing, Jim D’Arcangelo, said the combined data and analytics approach, “helps identify the most valuable accounts, and what types of accounts churn the least.”

More revenue: Increase sales of new solution by 125%
Lower costs: Saved money on prospect lists by using Radius to source truly net-new leads.
Higher conversions: Better conversion on leads due to the additional information available in sales reps’ lead views.
Brand recognition: Booker was named a finalist for Marketo’s 2016 Stack Master Award, which honors a company that “recognizes the power of MarTech.