Accela Communications and SAP Produce Microsite Featuring Interactive Video, Resources and Tracking to Nurture and Score Leads

Innovative site features volumes of content layered with data acquisition and intelligent tracking to identify and classify visitors for continued follow-up

SOUTHBOROUGH, MA – June 1, 2010 Accela Communications Inc., a leading marketing technology company, announced the release of the SAP Enterprise Information Management microsite, designed specifically to identify and nurture both new and existing but fallow leads. The site contains multiple interactive video programs, along with dozens of resources organized around areas of interest to appeal to various buying personas. SAP used interactive multimedia delivered via the AccelaCast platform to engage prospects more deeply throughout an extended experience, which enables them to capture incremental information and build more detailed customer profiles and lead scores.

The microsite features extensive behavioral tracking and an intelligent registration process that requires different levels of information depending upon whether you are an existing customer that needs further nurturing, or a new lead that sees a longer form. These dynamic forms serve up different privacy policies, depending upon your country. Additionally, polling questions are sprinkled throughout the site to collect incremental information and build profile data as users explore. Extensive analytics reporting keeps track of all content viewed, along with which piece prompted a complete registration form. AccelaWorks data modeling then calculates a lead score based on the priority assigned to different assets within the EIM resource center and the number of resources viewed.

Rich Mikita, COO of Accela Communications was involved in the design and creation of the SAP EIM site. Mikita commented, “SAP is ahead of the market in understanding the value of real-time lead scoring data based on actual behavior. The data collected throughout a visit to the EIM resource center will help SAP pinpoint prospects more effectively and thus dramatically improve conversion rates and lifetime customer values.” According to a recent study by CMO Council, as much as 80% of business leads are left fallow, which means there is a significant top-line revenue benefit for vendors seeking to increase yield, and marketing efficacy.¹

Visit the site here, http://www.accelacomm.com/acc/acipr/1/50823931/

1. CMO Council. Channel Performance Outlook 2008 report

About Accela Communications

Accela Communications is a marketing technology company that provides software and services to produce, deliver and measure interactive video communications across a wide range of industries including healthcare, information technology, financial services, marketing services, and other business sectors. The company that creates opportunities for market and audience engagement with the AccelaCast® multimedia platform and the AccelaWorks® data acquisition, measurement, classification and delivery system. The company generates actionable results through our Healthcare Solutions Group for all of the top twenty pharmaceutical companies, as well as for customers like HP, Philips, EMC, SAP, Thermo Fisher Scientific and others.

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