GO1
GO1.com increases reach and speed using Salesforce
GO1 has carved out a niche in online learning by offering the world’s largest marketplace of workplace training courses. Vu Tran, GO1 Chief Growth Officer and co-founder, likens the company to Netflix for business training. Customers pay a subscription and get on-demand access to training as well as tools to create and deliver their own.
The model has proved popular with customers who no longer need to choose between different training platforms or manage multiple suppliers. Instead, they can use GO1 to access thousands of courses from world leading providers.
“Our goal is to help unlock the potential of people through a love of learning,” said Dr. Tran. “Salesforce provides a single engine to power our vision globally. It helps us manage different teams and selling into different countries with much more sophistication.”
The model has proved popular with customers who no longer need to choose between different training platforms or manage multiple suppliers. Instead, they can use GO1 to access thousands of courses from world leading providers.
“Our goal is to help unlock the potential of people through a love of learning,” said Dr. Tran. “Salesforce provides a single engine to power our vision globally. It helps us manage different teams and selling into different countries with much more sophistication.”
Global visibility
GO1 first turned to Salesforce to improve visibility of its customers and sales activities worldwide. It wanted a solution that would support its fast growth and help it mature operationally. The flexibility and expanded capabilities of Salesforce made it ideal and, with prior experience implementing Salesforce for other companies, the team at GO1 was able to rollout Sales Cloud in under five weeks.
GO1 now uses Sales Cloud to track and manage all opportunities, including those that originate from channel partners. It uses Einstein Activity Capture to automatically sync data from emails and events to the right records in Salesforce. Dialpad from the Salesforce AppExchange similarly logs call data. All of this allows GO1 to build a complete picture of each lead and customer, helping it to sell faster and provide a better customer experience.
“When you have a large sales team, it is incredibly important to understand how they are performing individually, by region and overall,” said Dr. Tran. “Salesforce gives us that visibility while allowing the sales team to spend less time on reporting and more time selling."
"Salesforce also helps us understand our customers and the nuances of each country we operate in so that we can tailor our offering and approach," he said.
GO1 now uses Sales Cloud to track and manage all opportunities, including those that originate from channel partners. It uses Einstein Activity Capture to automatically sync data from emails and events to the right records in Salesforce. Dialpad from the Salesforce AppExchange similarly logs call data. All of this allows GO1 to build a complete picture of each lead and customer, helping it to sell faster and provide a better customer experience.
“When you have a large sales team, it is incredibly important to understand how they are performing individually, by region and overall,” said Dr. Tran. “Salesforce gives us that visibility while allowing the sales team to spend less time on reporting and more time selling."
"Salesforce also helps us understand our customers and the nuances of each country we operate in so that we can tailor our offering and approach," he said.
Rapid growth
Supported by Salesforce, GO1 has continued to grow rapidly. It has opened up new offices in South Africa, Vietnam and Malaysia over the last year and expanded its course offerings to meet the needs of new customers worldwide.
GO1 now estimates that every six seconds there is a customer somewhere in the world completing one of its courses. The company’s goal is to increase that measure to one course per second, and it has adopted Pardot to streamline marketing and widen its reach.
New campaign and landing page templates have been set up in Pardot which can be executed locally by teams in Australia, the United States, South Africa, Vietnam, the United Kingdom and Malaysia. GO1 can easily track engagement with these campaigns and determine which collateral is most effective.
To further improve lead nurturing, GO1 has used Pardot Connectors to be able to track attendance at webinars and events and send targeted follow up materials to no shows and attendees. It has also connected Pardot with Google Ads so that it can track where leads are coming from and use this information to measure ROI and optimise campaigns. All inbound leads are assigned to a sales person more than twice as fast as before.
“Now that we are managing sales and marketing on one platform we can more seamlessly nurture leads. Pardot also helps us work faster to launch campaigns for specific regions, so we can tailor our messaging without slowing ourselves down,” said Dr. Tran. “That speed is really important to us, because as a high-growth organisation we need the ability to move at a fast pace.”
Moving forward, GO1 plans to use Trailhead to help new employees get started on Salesforce and explore new capabilities. It also plans to use Einstein Analytics to gain deeper insights into customers which it can use to improve lead conversion. “Having a single source of truth in Salesforce allows us to diagnose and solve problems both locally and globally, and adding more analytics to that will make it even more valuable,” said Dr. Tran.
GO1 now estimates that every six seconds there is a customer somewhere in the world completing one of its courses. The company’s goal is to increase that measure to one course per second, and it has adopted Pardot to streamline marketing and widen its reach.
New campaign and landing page templates have been set up in Pardot which can be executed locally by teams in Australia, the United States, South Africa, Vietnam, the United Kingdom and Malaysia. GO1 can easily track engagement with these campaigns and determine which collateral is most effective.
To further improve lead nurturing, GO1 has used Pardot Connectors to be able to track attendance at webinars and events and send targeted follow up materials to no shows and attendees. It has also connected Pardot with Google Ads so that it can track where leads are coming from and use this information to measure ROI and optimise campaigns. All inbound leads are assigned to a sales person more than twice as fast as before.
“Now that we are managing sales and marketing on one platform we can more seamlessly nurture leads. Pardot also helps us work faster to launch campaigns for specific regions, so we can tailor our messaging without slowing ourselves down,” said Dr. Tran. “That speed is really important to us, because as a high-growth organisation we need the ability to move at a fast pace.”
Moving forward, GO1 plans to use Trailhead to help new employees get started on Salesforce and explore new capabilities. It also plans to use Einstein Analytics to gain deeper insights into customers which it can use to improve lead conversion. “Having a single source of truth in Salesforce allows us to diagnose and solve problems both locally and globally, and adding more analytics to that will make it even more valuable,” said Dr. Tran.
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