Highlights

• Automation enables sophisticated marketing with limited staff
• 70% improvement in lead-to-opportunity conversion
• Optimized spending based on tracking results

Challenges

On-demand business intelligence provider PivotLink needed to drive revenue by modernizing their marketing practices. This meant increasing their use of outbound marketing to nurture and interact with prospects, scoring to identify the best leads for the sales team, and analytics to justify their marketing investments. PivotLink hired a new marketing team to increase their marketing capacity, but since the new team had used Eloqua, Salesforce and lead scoring with SPSS at prior jobs, they knew that without automation it would be impossible to meet their goals.

Solution

Now, PivotLink continually iterates and optimizes multi-channel campaigns to drive more prospects, while also using lead scoring to identify the best leads for sales. Instead of the sales team calling every prospect-only to learn that most were not sales-ready-now marketing tracks which prospects show behaviors that indicate purchase intent and uses that information to automatically provide sales with the 20 most qualified leads each day.

Benefits

PivotLink now has a sophisticated, multi-channel demand generation program that is entirely automated by Marketo. They launch customized marketing campaigns based on which content the prospects view and track results to adjust spending. Moreover, they’ve significantly tightened the criteria for sales-ready leads-but since the volume of marketing activity has gone up, the total volume of leads sales receives has stayed the same. As a result, lead-to-opportunity conversion rates have increased from 14% to 25%, resulting in a 70% improvement in marketing-driven pipeline.