Lead quality
improved by 25+% by rejecting non-marketable and off-target leads before they reached Pardot
50+ hours
per week saved through automation
Wolters Kluwer Tax & Accounting partnered with Integrate in April 2025 to fix a content syndication process that was slowing follow-up, creating manual work, and letting too many poor-fit leads into Pardot.
Before Integrate, publishers sent files just once a week. Internal teams then had to review, scrub, format, and upload every file manually. More than 25% of content syndication leads were non-marketable or off-target, and by the time those issues surfaced, the team often couldn’t recover replacements in time.
Today, Wolters Kluwer Tax & Accounting receives leads in near-real time, with Integrate validating records before they enter Pardot and routing them to sales immediately. The result is faster follow-up, cleaner data, less manual work, and stronger pipeline impact.
Goals & Objectives
Wolters Kluwer Tax & Accounting set out to:
- Speed up content syndication lead delivery
- Improve lead quality before records entered Pardot and Salesforce
- Reduce manual lead processing
- Fix routing issues that sent leads to the wrong sales teams
- Build a stronger foundation for scaling other channels
Demand Marketing Challenges
Before adopting Integrate, the process was slow, manual, and difficult to trust. As Sara Anderson, Associate Marketing Director at Wolters Kluwer Tax & Accounting, put it, “There were lots of things broken.”
Slow Lead Delivery
Lead delivery was delayed from the start.
Sara explained, “The vendors were only sending leads over once a week. Leads could be up to seven days old by the time we even received them.”
By the time the team processed and uploaded those leads, valuable follow-up time had already been lost.
Heavy manual processing
The workflow itself was highly manual.
Sara said, “The team was receiving leads, needed to put them in a spreadsheet, map out every column, upload to Pardot, with only human verification for lead quality and validity.”
That process took 5 to 6 hours per file and added up to more than 50 hours per week spent on manual lead handling.
Poor lead quality and targeting
Lead quality was another major problem. Wolters Kluwer Tax & Accounting targets a specific audience, but many content syndication leads were not marketable and were routed to the wrong sales teams. That created extra cleanup, delayed follow-up, and made it harder for marketing to maintain credibility with sales.
Routing, Vendor Management, and Reporting Gaps
When bad leads slipped through, the team had to pull them back out, return them to vendors, and request replacements manually. The process created routing issues, vendor friction, little visibility into performance and wasted precious time
Integrate’s Universal Lead Management Platform
Integrate helped Wolters Kluwer Tax & Accounting rebuild content syndication around speed, data quality, and control.
With Integrate in place, publisher leads are delivered into Pardot in near-real time instead of weekly batches. 20%+ of leads generated contained invalid, unmarketable, or off-target leads, and these are now stopped before they enter Wolters Kluwer Tax & Accounting’s systems and sent back to the vendors for replacement. This process gives sales faster access to better leads, removes the cleanup burden from marketing, and reclaims trust between sales and marketing.
Content syndication was the first priority, but the results quickly created momentum across other channels. Since onboarding, Wolters Kluwer Tax & Accounting has expanded Integrate into paid social and webinars and is seeing similar success.
The rollout itself was straightforward. As Sara shared, “The Integrate team was awesome,” and “it’s a super easy platform to get up and running.”
Results
Wolters Kluwer Tax & Accounting saw the impact quickly across follow-up speed, lead quality, team productivity, and sales confidence.
Faster Lead Follow-Up
Before Integrate, content syndication leads could sit for days or even weeks before sales had a chance to act. Now they enter Pardot in near-real time and move to sales immediately. That matters because, as Sara said, “the quicker you follow up on the lead, the more likely it’s going to convert.”
Higher-quality lead entering pardot
Integrate improved lead quality by 25%+ by rejecting non-marketable and off-target leads before they reached Pardot. Instead of finding problems after lead import, Integrate now stops those records upstream for Wolters Kluwer Tax & Accounting and sends them back to the publishers for replacement before they create downstream issues.
50+ hours per week saved
What once took 5 to 6 hours per file and more than 50 hours each week is now automated. Sara summed it up simply: “the time that we’ve saved is unbelievable from leveraging Integrate and paid for itself within the first few months.”
More capacity and stronger pipeline impact
The gains went beyond efficiency. The team now has more time to focus on higher-value work and marketing rebuilt trust with sales. In Sara’s words, Integrate has “literally allowed us to clear up our bandwidth to work on things that drive revenue forward because we don’t have to waste all our time doing manual uploads and lead review.”
With faster lead delivery, stronger lead quality, and cleaner routing, Wolters Kluwer Tax & Accounting’s marketing team also drove a 27% increase in marketing-attributed pipeline.
Looking Ahead
What started as a way to see greater ROI from our content syndication programs has quickly turned into a stronger lead management foundation across all channels. With content syndication, paid social, and webinars now running through Integrate, Wolters Kluwer Tax & Accounting has a more scalable way to improve lead quality, move faster, and turn demand investments into pipeline.
