Project Description

Driving Demand

HOW ONCENTER WENT FROM DYING LEAD GENERATION TO OVER 3,000 MONTHLY QUALIFIED LEADS

Overview

On Center Software, a Houston based software company, needed to migrate their marketing automation from a broken Pardot and NetSuite integration to a Marketo to Vertify to NetSuite integration. The On Center data sync was backlogged over 100,000 data records and sales was not getting fresh leads.

The Strategy

Delivering leads in a timely manner was critical to the success of On Center’s market expansion. The strategy was to eliminate friction in the process while deploying a new system, ensuring the sales team could contact all leads in near real time. This approach meant a ground up rebuild of the sale and marketing systems sync, and a re-alignment of the data structures between each system.

  • Sales & Marketing Alignment

  • Marketing Technology Implementation

  • Digital Marketing Overhaul

  • Data Mapping and Technology Clean-up

Marketing Leadership
Marketing Technology Setup & Integration
Marketing Operations Management
Data Hygiene, Analytics, and Reporting

Results

On Center Software was able to unplug the backlog of leads and route them appropriately to the sales team though the methodology change and implementation of Vertify and Marketo. This change allowed the speed to lead contact to drop from periodically to less than 3 minutes within the first 10 days of the transition. Ultimately, the changes made to the marketing automation tool and sales alignment would result in an increase in leads generated by more than 145%.

  • Leads growth from under 700 to over 3000

  • Lead delivery reduced from days to under 2 minutes from form fill.

  • Migration from Pardot to Marketo with integration into NetSuite

  • 2017 Transaction Volume Increase +27%

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