利用物联网提高淡季收入和生产力：单户住宅租赁公司的案例研究
技术
- 分析与建模 - 实时分析
- 应用基础设施与中间件 - 事件驱动型应用
适用行业
- 建筑物
适用功能
- 维护
- 销售与市场营销
用例
- 库存管理
- 实时定位系统 (RTLS)
服务
- 系统集成
关于客户
该客户是美国多个市场的大型单户住宅租赁提供商。与典型的房地产经纪人不同，该公司不仅管理数以万计的房产，而且还拥有这些房屋。该公司拥有一支由 27 名内部销售代理组成的全国团队，他们的任务是每月管理 10,000 到 20,000 个潜在客户。这些潜在客户是由该公司网站、Trulia 和其他在线房地产列表网站的流量产生的。该公司制定了雄心勃勃的企业目标，以降低客户获取成本，并在今年第二季度创造 6,000 个租赁机会。
挑战
该客户是美国多个市场的大型单户住宅租赁提供商，在淡季期间面临着增加增量收入和生产力的挑战。该公司管理和拥有数万处房产，并拥有一支由 27 名内部销售代理组成的全国团队，每月管理 10,000 至 20,000 个销售线索。这些潜在客户是由该公司网站、Trulia 和其他在线房地产列表网站的流量产生的。尽管使用 Marketo 的营销自动化套件来推动入站销售线索并对其进行评分，并使用 Salesforce 来跟踪和管理销售活动，但销售团队仍缺乏足够的信息来吸引、限定和转换销售线索。该公司设定了两个关键的企业目标：降低客户获取成本并在今年第二季度之前创造 6,000 个租赁机会。
解决方案
该公司将 Conversica 的销售转换管理软件与 Marketo 和 Salesforce 应用程序集成。名为 Jeffrey 的 Conversica 角色在不到一周的时间内就得到了实施。 Conversica 是一个基于云的应用程序，不需要更新或维护。它与 Marketo 集成，实现整个销售周期的流程自动化，从需求生成到联系、参与、转化和跟进。 Marketo 通过跟踪公司网站访问者的活动或点击率来为公司带来潜在客户，并根据访问的网站部分对潜在客户进行评分。 Conversica 确定了高得分领先优势，并确定了他们活跃和快速移动的原因。该公司可以快速解决危险信号，并在代理商花费大量时间与不良客户接触之前剔除掉他们。 Conversica 的销售转化管理软件与 Marketo 无缝协作，通过个性化的双向电子邮件补充了通用的单向电子邮件通信，旨在让潜在客户回复更多信息。
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