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.
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