Brainsway | Website and Automation
Increase in conversion rate of marketing-generated lead to sales qualified opportunity
New Sales Generated58%
New sales that were generated from marketing initiatives in 2022
Time on Site7.62%
Increase in time on website, more than double our goal of a 3% increase
BrainsWay, a global medical technology company focused on expanding the treatment of mental health, invested in Salesforce and Pardot but needed technical expertise and strategic guidance to fully leverage both tools in conjunction with one another. Data capture and usage varied from marketing to sales to service, and was not organized in one internal system; some used software, some used spreadsheets, and everything was siloed. To effectively and efficiently connect with contacts, and know where they came from, a uniform system and processes needed to be in place. With SmartAcre holding partnerships with both Salesforce and Pardot, BrainsWay trusted us to leverage our marketing automation expertise to cohesively bring everything together.
Our work centered around two different areas – Salesforce/Account Engagement and the website – but complemented each other, as the overarching focus was to implement a strategy that supported growth and tracking.
To begin, we audited Salesforce and Account Engagement to understand what was being tracked, how data was being passed between the two systems, and how the teams used the platforms. We spoke with different teams within BrainsWay about how each department used and understood the Salesforce systems and what challenges they faced leveraging data from the platform to meet business goals. After this discovery, SmartAcre outlined a clear path forward that would allow for records to pass through the funnel and from marketing to sales, and eventually to customer support teams, seamlessly.
From there, we developed an infrastructure around this marketing-to-sales handoff. This included creating and implementing processes such as lead scoring, lead attribution, lead assignment rules, activity tracking, and page layout optimization. We automated the process so that as soon as someone took an action, their score would be updated, their source would be tracked, and they’d be assigned to a rep who would know what activity took place with the proper data leveraged on the record’s page.
In addition to these marketing-to-sales processes, we also set up lead nurturing campaigns targeting a variety of audiences that BrainsWay markets to. We helped strategize, write, and execute these campaigns, and handled the automation setup via engagement studios in Account Engagement. All of this was designed to make it easier for the reps to nurture and engage with prospects and customers and move them through the marketing funnel.
In Salesforce, we set up new reports and dashboards so BrainsWay could see how these new processes performed, and optimized the interface through which the sales team targets leads, manages opportunities, and supports current customers.
We then turned our focus to the BrainsWay website to enhance the user experience and content to drive leads. BrainsWay leveraged SmartAcre’s design and development expertise to redesign key pages of the website. This included a complete overhaul of their Find A Provider functionality, one of the highest trafficked pages on their site. We also audited the content and implemented recommendations for improvements to better target their desired audiences.
The website had few places where a visitor could take action after visiting a page. We identified appropriate pages to implement offers, forms, and other actions. Examples include calls-to-action to Download a Brochure, Register for a Webinar, Contact the Reimbursement Team, and more. In addition to the existing Contact Us form, we created conversion points, such as requesting a consultation with a practice expert, requesting an information kit, and scheduling a meeting with a current customer, helping provide incremental steps for prospects through their buying journey.