How a Financial Services Provider Increased Opportunities by 240%

THE CHALLENGE

Manually Processing Data Creates Inefficiencies and Hinders Measurement

A leading provider of personal and business payment solutions, serving thousands of financial services and enterprise clients, was an early adopter of digital demand generation, a technology that wasn’t widely adopted within the financial services industry. 

As their demand gen efforts progressed, their marketing team realized a growing need to strengthen their strategy. Their challenge was twofold: 

1. The team was spending hours manually processing lists and piecing together data from disparate demand providers and sources. 

2. Not only were resources being wasted, but evaluating performance across programs and partners was difficult and time-consuming. 

They needed a solution to connect data across channels and providers, enabling informed decisions that ultimately tied results to revenue contribution. 

• 37% of marketers can’t track activity between specific buyer stages because their “data is a mess.” (Demand Gen Report)
• 42% of marketers don’t know the impact data quality has on revenue. (Demand Metric)

THE SOLUTION

Optimizing Demand Gen with Integrate

With goals to boost data quality, increase the speed of demand gen efforts, build trust with sales, and maximize overall operational efficiency, the team selected Integrate’s lead and data management platform (DAP) to provide data intelligence and connectivity. 

With Integrate, their marketing team takes a more proactive, results-oriented, and data-driven approach to lead generation. Using the Integrate DAP to streamline and cleanse leads has contributed to the company’s ability to connect top-of-funnel demand efforts and quantify results. 

Connecting all the information and filtering our lead data with Integrate has been eye opening. Marrying all data sources together is extremely influential. Integrate allows us to tie everything together and achieve our overall vision for consolidation.

Director, Demand Generation, Financial Services Provider

Enhanced Content Strategy

Partnering with Integrate’s professional services team, the organization has also uncovered impactful insights to shape its content strategy, not only for future campaigns but also mid-campaign. 

They can now easily see which content types, assets, and publishers are performing best in near-real-time. In turn, this allows for improved benchmark creation to drive better results. 

We’re having more thoughtful conversations and engaging with our partners in a different way. Our partners know what to deliver because quality expectations are clear and they have a deeper understanding of our priorities for each campaign, which is powerful.

Segment Marketing Manager, Financial Services Provider

THE RESULTS

Increased SQLs, Enhanced Partner Relationships

Within six months, the organization saw meaningful improvements in its demand generation process, resulting in increased opportunities and sales-qualified leads. 

With quantifiable results at their fingertips, the team can now ask critical questions in real time, rather than waiting for end-of-campaign, post-mortem analysis. In-flight evaluation means they can: 

• Optimize segmentation and targeting
• Refine titles and messaging 
• Edit lead forms and program parameters to maximize results

The success with Integrate has also prompted the marketing team to consider bigger-picture changes to their overall strategy, including: 

• Expanded use of third-party demand generation opportunities 
• Ongoing refinements to lead scoring models 
• More sophisticated attribution modeling to better understand channel and partner impact 

By consolidating their demand gen data and processes with Integrate, this financial services provider transformed fragmented, manual operations into a scalable, data-driven engine for pipeline growth.

Ready to turn fragmented demand programs into a predictable pipeline? Discover how Integrate’s lead management and data governance platform makes every lead clean, compliant, and actionable so your team can focus on generating revenue, not fixing spreadsheets. Connect with our team today.