MWE Streamlines Event Management Process with TechnoMile
Margolin, Winer & Evens (MWE) is a business advisory and accounting firm based in New York that handles accounts ranging from real estate, construction, and healthcare, etc. By specializing in so many different industries they had acquired an extensive portfolio along with a wealth of contacts.
Since they have a “hands on” approach when it comes to interacting with their partners and customers, they hold regular events and seminars, connecting financial leaders with business owners. However, their legacy software had limited CRM capabilities. Poor data hygiene made it difficult to retrieve contact information and connect professional contacts with certain partners and build strong business relationships.
In order to streamline their event management process and bolster their lead to customer conversion rate, they needed to upgrade their CRM database quickly. They required a system that could automate the event management process, provide their event team with detailed attendee feedback, and gain more visibility into the lead management process.
MWE decided to purchase Salesforce.com to empower their event management team. They wanted to give their event team much needed support when it came to managing and tracking registration and survey information for upcoming events and wanted a partner who could provide best practices for lead management processes.
Since TechnoMile has extensive experience dealing with accounts in the professional services industry they were able to quickly diagnose MWE’s problem in a professional and effective manner while streamlining MWE’s event management process and raising attendee satisfaction exponentially through integration.
While MWE was already using BizAction, an e-mail marketing tool, to track how many people were subscribing to their “The MWE Advisor” tax and accounting legislation newsletter, TechnoMile integrated this marketing software with Salesforce.com to create a central information repository. By using BizAction’ CRM Connectors tool, data from BizAction could be viewed and retrieved from Salesforce. This meant the company could analyze and interpret all of their event data on the Salesforce interface, making it easier to register people for events, track the number of attendees, along with conducting surveys.
This added insight allowed their events team to provide customized e-mail marketing materials for each attendee. This high degree of personalized lead nurturing enables them to understand how far along each attendee is in the lead management process and address their concerns accordingly.
To ensure fast time-to-value and higher user adoption rate TechnoMile created a comprehensive training curriculum by creating a series of dynamic webinars for MWE’s event and marketing team.
- The marketing department has access to up-to-date event survey data to support promotional materials and campaigns
- Relationships between professional contacts and business partners are now easier to track and manage
- Reduce amount of attendee complaints and receive positive feedback from registers