Technology specialist with consumer and healthcare capabilities
Many technology marketing executives are judged on their ability to generate leads, but most lack the data, IT systems, or methodology to accurately source their leads and measure the impact of their efforts in terms of closed sales. They might not initially expect their public relations agency to provide a solution to that problem, but that’s just what Shift Communications set out to do with its Shift LeadSensor product, which uses website contact forms, call center scripts
and customer relationship management systems to that inbound lead data can be captured, displayed and analyzed, providing clients with a real-time dashboard to track raw leads, qualified leads, revenue from those leads, and ultimately return-on-investment from their marketing efforts.
It’s a product born out of Shift’s ambition to build “reputations that drive revenues,” in the words of president Jim Joyal, an approach that puts the company at “the intersection of the CEO’s vision, the marketing executive’s strategy, and the sales executive’s field realities” and leads to a focus on developing relationships not with the media (though often through them) but with sales prospects, and creating the kind of messages that motivate purchases. Says Bethany Mayer, vice president of marketing for client Vernier Networks: “LeadSensor offers marketing the proof of our dollars being spent wisely, and that brings more confidence to fund more marketing programs.”
With 70 people in offices in