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