Case Study

Enterprise Software Developer

About the client

The company develops software that helps Fortune 500 companies improve operational efficiency, employee safety, and cost savings. Their platform enables enterprise managers to make data-driven decisions in a wide range of use cases.

Industry
Software

Location
Canada

Challenge
Develop a lead scoring framework for a database containing over 15,000 contacts.

Services Provided
Marketing Automation

Benefits summary

Improved lead quality

Shorter sales cycle

Increased marketing ROI

Challenge

The company wanted to develop a lead scoring framework so they could quickly identify qualified leads within their contact database and increase the performance of their marketing campaigns. They had the following requirements:

  • Create lead scoring using behavioral and event-based properties
  • Sync contact information across HubSpot and Salesforce CRM
  • Develop dashboards to provide visibility into lead nurturing, marketing performance, and conversion rates

Solution

Successfully implemented a complex lead scoring framework that assigned quantitative values to contacts based on their probability of converting into a paying customer.

  • Setup dashboards on Google Analytics and HubSpot to validate the performance of the lead scoring framework
  • Developed nurture campaigns to re-engage leads
  • Implemented API integration between HubSpot and Salesforce to increase coordination between marketing and sales teams

Results

The company’s lead scoring framework led to a higher volume of SQLs and helped streamline the marketing process. The project has yielded numerous benefits:

  • Reduced sales cycle by 50%
  • 8% month over month increase in revenue
  • Greater cost savings on existing marketing campaigns

Lead Scoring Framework

Lead Scoring Updated

Ready to start your project?