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Company: SugarCRM, Cupertino, CA
Nomination Submitted by: Lutz PR & Marketing
Company Description: Sugar’s platform helps businesses deliver a high-definition customer experience by eliminating the blind spots, busy work, and roadblocks that plague legacy CRM. Sugar provides a clear view of the customer that teams need to reach new levels of business performance and predictability. Thousands of companies in over 120 countries rely on SugarCRM to let the platform do the work.
Nomination Category: New Product & Service Categories - Business Technology
Nomination Sub Category: Lead Generation Solution
 Nomination Title: SugarCRM Sugar Market
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the nominated new or new-version product or service, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
Written responses below.
- If you are providing written answers for your submission, you must provide an answer to this first question: If this is a brand-new product, state the date on which it was released. If this is a new version of an existing product, state the date on which the update was released:
Up for nomination is the latest release of Sugar Market, the AI-driven marketing automation solution that became generally available in May 2021. The new version facilitates rapid and reliable marketing lead qualification and prioritization through AI-powered predictive lead scoring.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the features, functions, and benefits of the nominated product or service (up to 350 words):
Total 340 words used.
Building a killer sales pipeline with high-quality leads is critical to marketing success. This past year, Sugar added the power of AI to its flagship marketing automation solution, with the launch of SugarPredict for Sugar Market to accelerate lead qualification and conversion with AI-based predictive lead scoring.
Sugar Market takes the sorcery out of lead scoring and replaces it with science – leveraging AI that’s always updating based on the measurable activities that drive lead conversion. With SugarPredict, Sugar Market analyzes historical lead activity, account, deal, and company data to predict which leads are most likely to become customers accurately. By leveraging AI, lead scoring is based on similarity to historical conversions, while ideal customer profile matching identifies similar leads to a company's past and current customer bases.This means no more “fishing” to support sales teams with high-quality leads – eliminating blind spots, busy work and roadblocks.
Unlike other AI-enabled marketing automation solutions, SugarPredict is pre-integrated and included as a basic service without the traditional time/cost/technical expertise required to leverage AI. SugarPredict augments internal customer data with externally sourced data covering millions of companies and contacts. This augmented data significantly improves the results of AI analysis and enables it to identify patterns and correlations that wouldn’t be possible with the internal CRM data alone.
SugarPredict for Sugar Market Key Features:
- SugarPredict for Sugar Market incorporates color-coded predictive lead scoring into Lead and Contact records to help quickly identify which leads to send to Sales team and which to include in nurture campaigns.
- Using Sugar Market engagement activities and comparisons to previously converted leads, SugarPredict produces accurate predictions of leads' likelihood of converting to marketing qualified leads (MQLs).
- Predicting likelihood to convert from lead scoring models, removing the guesswork of which leads to pursue first.
Sugar Market is distinguished for using AI lead-interest analysis to help customers quickly create dynamic/multi-phase/highly targeted campaigns to drive more high-quality leads into the pipeline. Extending SugarPredict to marketing automation is another proof point for Sugar’s value proposition of letting the platform do the work.
- If you are providing written answers for your submission, you must provide an answer to this third question: Outline the market performance, critical reception, and customer satisfaction with the product or service to date. State monetary or unit sales figures to date, if possible, and how they compare to expectations or past performance. Provide links to laudatory product or service reviews. Include some customer testimonials, if applicable (up to 350 words):
Total 350 words used.
Comparing Q2 FY21 to Q2 FY22, Sugar achieved +120% YoY growth for full platform customers. With a Support NPS of 90+, customer satisfaction for Sugar is far above the industry average for SaaS and CRM solutions. [REDACTED FOR PUBLICATION]]
Nucleus Research found that small businesses, as well as enterprise-level companies, who used Sugar Market, experienced accelerated campaign creation, in one case by 95%, improved open and click-through rates, reduced workload, and increased campaign personalization. The same report evaluated Tax Saving Professionals use of Sugar Market, and found the company has used the solution’s automation and segmentation features to accelerate its campaign creation rate by 10x while reducing marketing workload.
Tax Saving Professionals has experienced pronounced growth over the past few years – stemming from its highly-targeted marketing program that accounts for 40% of its business and which delivers a high-definition customer experience to its high-net-worth clientele. According to an exclusive CRM Magazine interview, after going live with Sugar Market, Tax Saving Pros has seen the following results:
- 30 minutes saved per email sent from marketing;
- three hours saved per week by leveraging templates;
- the number of automated marketing campaigns increased by a factor of six.
Sugar Market was a top vendor in back-to-back B2B and B2C Constellation Research ShortLists for “Marketing Automation for Small and Midsize Business” – honored for leveraging AI to help brands reach consumers at scale with a powerful marketing/engagement automation platform. According to the report, B2C/B2B SMBs are looking for easy-to-use, functional marketing automation solutions with features/functions that can grow with the business and the customers, without the need for large IT, developer, or large costly specialized teams to get systems and campaigns up and running.
Sugar recognized it was time for change and today is pioneering pre-configured, out-of-the-box AI for all that adds value from Day One – removing blind spots, busy work, and roadblocks at every stage of the customer journey.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 246 words used.
A recent report by Nucleus Research found that vendors try to simplify their marketing automation solution by providing learning resources, developing intuitive and no-code UIs, and separating basic, advanced, and cutting-edge features through tiered pricing systems. The inverse of this problem is that marketers in enterprise-level companies who are experts with advanced features can’t translate their talents to smaller companies on lower tiers. This disconnect of skills and features between SMB and enterprise marketing due to tiered pricing systems creates a divide that stifles the scalability of a solution and hurts business growth.
SugarCRM has recognized this problem and allows customers of any size access to all of its marketing automation features under a simple pricing plan. As a result, Sugar Market users in small businesses have an easier time developing their advanced marketing automation skills and getting over the learning curve of advanced features. As such, Nucleus found that small businesses, as well as enterprise-level companies, who used Sugar Market:
- Accelerated campaign creation, in one case by 95 percent. Sugar Market accelerates campaign creation, optimization, and execution with out-of-the-box campaign templates and its nurture campaign creation tool, Nurture Builder 2.0.
- Improved open and click- through rates. SugarCRM’s platform not only tracks these essential metrics but also provides users with the tools to improve them.
- Increased campaign personalization. Sugar Market increases campaign personalization by integrating with several CRM solutions to utilize customer data in real-time to better segment audiences and deliver a more tailored message.
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