ADT Snares Leads via TrueAdvantage

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ADT Security Services has gained incremental sales dollars through leads obtained via the recently released TrueAdvanage 4.0, TrueAdvantage said.

The new technology lets marketers find customers with the highest propensity to buy, at the earliest stage in the buying process.

"The strategy is to deliver high-quality leads to customers leveraging TrueAdvantage's unique SmartTrigger technology to automatically mine the Internet and over 20,000 business information sources, structure that information and combine it with key buying events that indicate the customers who are gearing up to buy products and services," said Joe Petro, vice president of development and operations at TrueAdvantage, Southborough, MA.

TrueAdvantage helped ADT generate incremental sales by delivering actionable leads to account managers very early in the sales process. The product also gives the ADT team immediate knowledge of events that may affect a customer's business, said Hank Monaco, group director of commercial and enterprise marketing for ADT, Boca Raton, FL. This makes sales representatives better informed about customers' overall business needs.

The subscription-based software delivers leads about prospects via e-mail and through the company's customer relationship management system.

"Our initial marketing focus has been on repositioning [TrueAdvantage] in the marketplace, rebranding the company around the sales-trigger value proposition with an overhauled Web site and focused outreach to industry analysts and press," Mr. Petro said. TrueAdvantage also is focusing on "educating the marketplace to embrace a more accurate definition of a lead."

ADT Security Services, a unit of Tyco Fire & Security, provides electronic security services to 6 million commercial, government and residential customers in North America. ADT offers security against intrusion, fire protection, access control, critical condition monitoring, electronic article surveillance, radio frequency identification (RFID) and integrated systems.

"TrueAdvantage users spend more time in front of their prospects selling instead of researching; gain first-mover advantage by reaching high-probability prospects early in their buying cycles; and dramatically increase sales results by improving their close rates and average selling price," Mr. Petro said.

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