Forum Systems, a provider of web services security, offers a suite of hardware and software products that actively protect XML data and web services across networks and business boundaries.

Challenge

Forum Systems had succeeded in driving potential customers to their website, www.forumsys.com, and now wanted to:

• capture information about potential customers visiting the website.

• automate the process of capturing this valuable information.

• validate the quality and accuracy of acquired lead data.

• automate the process of sharing lead information with the rest of the organization.

• better understand online customer behavior in order to affect conversion.

• measure campaign performance

Solution

Over a four-week period, enContext:

• introduced free software downloads to Forum Systems’ website.

• developed a solution to capture visitors requesting the downloads as new leads.

• re-designed website forms to standardize data collection.

• implemented a “double-opt-in” feature which requires visitors to confirm their email information, eliminating entries with false email addresses.

• linked the website forms to the CRM system, allowing automatic import of leads.

• implemented web-analytics and custom reports to provide conversion rates, drops-offs, and overall visitor behavior.

Results

After engaging enContext to improve online lead capture capabilities:

• Forum Systems' website became a new source of high-quality, validated leads.

• the automated process of importing leads into Forum Systems' CRM system eliminated the administrative overhead of manually capturing and importing customer data.

• Forum Systems has the necessary metrics to obtain insight into visitor behavior and measure campaign performance. This allows them to optimize ongoing efforts which encourage conversion.