B2B Marketing Blog

Curtiss Wright's Great Success With Bizible

By Lauren Hylbak
Jan 8, 2014

Elisabeth O’Brien is a Sr. Marketing Specialist for Curtiss-Wright Controls Avionics & Electronics (CWC-AE), a global aerospace company specializing in system solutions that acquire, consolidate, analyze and record all sensor and avionics data on aircraft. Elisabeth has seen great improvements in cross channel reporting and qualifiying leads since she has begun using Bizible. 

Cross Channel Reporting in One Place

“We have already seen an ROI of over 250% for the Bizible tool” – Elisabeth O’Brien

The backwards and forwards mapping of leads was very time consuming for Elisabeth and her team. Each month they needed to look at their AdWords Campaign conversions, Google Analytics conversions, and leads created in Salesforce to understand if their investment in AdWords made sense. The problem was that the three sources of data were never an exact match, limiting them to an educated guess. Bizible has completely eliminated the need for cross checking since all the information is on the lead record inside Salesforce. “The hour a month of cross checking alone saves us more than 500 euros a year”(O’Brien).  Combined with other cross checking needs, Elisabeth and her team have seen a total cost savings of over 2,000 euros (2,739 dollars) a year from using the Bizible tool.

Using Custom Fields to Qualify Leads

“With the Bizible tool our marketing team can quickly establish if a lead should be assigned to a sales manager or set to dead” – Elisabeth O’Brien

Prior to Bizible, if a lead came into the Curtis Wright system the marketing team needed to determine if the lead was good enough to pass to sales. They would often email the lead to find out more information. With Bizible, Elisabeth can see exactly what search term the lead used as well as the form they filled out on their website.

Bizible Success Story

This information is key to determining if the lead is relevant and can quickly establish if it should be assigned to a sales manager. “This eliminated precious time for both the marketing and sales teams”(O’Brien).

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Topics: Success stories, Bizible reports, cross channel reporting

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