How to Boost Internal Communication
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Success Stories

How MuleSoft's Sales Teams Have Lowered their Cost Per Lead with Smarp

 

 


MuleSoft in a nutshell

MuleSoft’s mission is to help organizations change and innovate faster by connecting the world’s applications, data and devices. With an API-led approach to connectivity, MuleSoft’s market-leading Anypoint Platform™ is enabling over 1,000 organizations in more than 60 countries to build application networks that increase the clockspeed of business.


Objectives and expectations

MuleSoft’s mission is to help organizations change and innovate faster by connecting the world’s applications, data and devices. MuleSoft provides the leading platform for building application networks. Before MuleSoft started looking into an employee advocacy solution, it was on the lookout for new ways to find leads. They also wanted to expand its employees’ and executive team’s thought leadership in a smart way.


Smarp in action

Employee advocacy was a good way to help MuleSoft’s employees share relevant content and get their viewpoint on multiple areas relevant to the company out in the tech world. The company looked at numerous vendors, and Smarp did it the way MuleSoft preferred; the tool did not have additional features that could get in the way of people adopting it. MuleSoft started to use Smarp in February 2016.

MuleSoft publishes thought leadership pieces in all the different areas around digital transformation. Sales leadership and marketing have been involved in the program from day one, and the fact that leadership has bought into using Smarp and is enthusiastic about it has helped to keep others in the company engaged. The company reports some good competition among different regional offices in terms of activity. Smarp’s data reveals that on average, 88.9% of MuleSoft’s employees on Smarp use the platform on a monthly basis. The tool’s analytics also show that over two-thirds (66%) of the content on the Smarp feed is proposed by employees.


Results achieved with Smarp

With Smarp, MuleSoft has generated an effective Cost Per Lead (CPL). MuleSoft says that the Smarp-generated CPL is competitive with its other digital advertising investments. With employees actively sharing articles and job ads to their networks, Smarp helps the company build credibility and thought leadership in the eyes of its audience. MuleSoft’s marketing reveals that about 20 prospects engage with the content shared through Smarp every month. Smarp is helping to move prospects connected to the company’s sales staff via LinkedIn and Twitter further down the purchase funnel.

According to Shohil Kothari, Digital Marketing and Social Media Manager, “we’ve seen a lot of engagement in terms of our sales hiring, where we do blog posts and different careers posts around sales. Having our current sales team share them adds a lot of credibility to the organization, when the people working here are also enthusiastic about their role.


What our client says about Smarp

“Smarp has helped our team find and send value-adding content from our own marketing teams and from around the web at scale. This helps position our sales team as trusted advisors in our space and distinguishes us from competitors. The best parts about Smarp include our ability to crowdsource content that our team discovers to everyone’s benefit, and to queue up weeks of content with just a few clicks.”

Zach Steele, Account Executive