Customer Story

Castlight Uses LeanData to Increase Qualified Leads and Improve Marketing ROI

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Overview

Castlight Health serves a very specific market with a finite number of potential customers. There are only between 2,500-3,000 accounts on Castlight’s target list at any given time. Also, a large number of stakeholders with specific job titles are typically involved in the decision to purchase Castlight’s solution. So it’s critical for Castlight’s sales and marketing teams to maximize the value of all the inbound leads within those target accounts by ensuring they are always assigned to the correct sales reps for immediate follow-up.

Industry
Health, Welness & Fitness
Location
San Francisco, CA
Interview with
Xenia L. Escalante, Director of Marketing Operations

Solutions

Customer first

LeanData Matching

LeanData Routing

Results

Reduced the number of leads with insufficient data from 67% to a 6%.

Automated lead assignment means Inside Sales Reps are receiving an additional 400 leads per month.

Marketing gains a richer understanding of accounts and the stakeholders that need to be involved in a deal.


There is only a finite number of businesses Castlight Health can pursue as potential customers. They must be enterprise-sized companies with a minimum of 1,000 employees and family members. There are only between 2,500 and 3,000 accounts on Castlight’s target list at any given time, said Xenia L. Escalante, Director of Marketing Operations.

Also, a large number of stakeholders with specific job titles typically are involved in the decision to purchase Castlight’s solution. So it’s crucial for Castlight’s sales and marketing teams to maximize the value of all the inbound leads within those target accounts by ensuring they always are assigned to the correct sales reps for immediate follow-up.

“We needed greater insights into accounts by diving down deep into the ones that we could prospect,” Escalante said. “But our database was not organized in a way that could really help our sales team do that. There was simply no order to our sales process. We wanted to do better.”

The LeanData Solution

Now every time a lead comes into the Castlight system, LeanData is the first touch and handles it based on criteria set by Escalante and her team. This ensures that leads automatically are routed to the right place.

LeanData evaluates approximately 3,600 inbound leads per month for Castlight. Using a workflow designed specifically to meet Castlight’s needs, about 2,400 of those leads are considered qualified and are matched to existing accounts. LeanData then applies additional criteria created by Castlight to route an average of 560 high-quality leads each month immediately to the correct sales reps.

1. If a lead matches an existing account owned by an Inside Sales Rep, it goes directly to that rep

2. If a lead matches an existing Castlight partner, LeanData routes it to the Regional Sales Manager who oversees that account

3. If there is no match for the lead, LeanData calls on Salesforce assignment rules to route it based on geography and company size

4. If there is insufficient data to route a lead, it’s sent to a default queue where it can be evaluated Escalante said there could be “thousands of records” sitting in that queue awaiting action before LeanData. Today, there is never more than a couple dozen.

The Results

The sales team benefits from speed and efficiency. The marketing team gains a richer understanding of those accounts. Castlight believes it’s critical to be engaging multiple stakeholders within accounts. LeanData helps Castlight’s marketing team make smarter decisions about campaigns that reach everyone who needs to be involved in a deal.

“We need to understand the structure of those accounts,” Escalante said. “We couldn’t do that before. It was just the Wild West. Now from a marketing perspective, I can judge the health of an account with LeanData and make sure that I have the ideal mix of job titles.”

As Castlight innovates, LeanData evolves with it. Whenever Castlight needs to alter its lead workflows, Escalante talks through changes with the LeanData customer success team to ensure there will be no unintended consequences. If Castlight decides any tweaks aren’t having the desired effect, LeanData can always roll them back. “Every time our rules change, LeanData is right there to manage them,” Escalante said.


About Castlight Health

Castlight is on a mission to make it as easy as humanly possible to navigate healthcare and live happier, healthier, more productive lives. Our health navigation platform connects with hundreds of health vendors, benefits resources, and plan designs, giving rise to the world’s first comprehensive app for all health needs

Tags
  • Customer Story
  • Lead Management
  • Lead Routing
  • Lead-to-Account Matching
  • Marketing
  • Operations
  • Revenue Orchestration

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