Demand Metric Increases Efficiency and Conversions

"It’s reasonable to expect a 300% increase in conversions within the first few months when implementing online lead generation with Pardot."
Jesse Hopps
CEO
About Demand Metric

Industry: Professional Services
Website: Visit Now

Quick Facts
Increased conversion rates by 366%
Improved likelihood of product demos turning into a sale by 301%
Improved sales productivity and increase lead volume

Demand Metric is a management advisory firm delivering executive summaries, how-to guides, practical templates and tools, and consulting services to sales and marketing executives in mid-sized enterprises. Focused on strategic planning, product management, lead generation, and sales/CRM effectiveness, their resources help organizations adopt best practices and work more efficiently.

ll research & tools have been developed based on client feedback from a rapidly growing client-base of over 1000 senior sales and marketing executives.

Key Client Challenge

Demand Metric had not ventured into marketing and lead generation through the internet. Their sales model was based on cold calling, with each representative making between 100 and 200 calls each day. On average, the team made one sale for every 328 calls. Because the sales team had no way to gauge prospect interest or determine which leads were most sales-ready, they were not able to efficiently prioritize their efforts.

Pardot Solution

With Pardot, Demand Metric was able to launch online campaigns and begin qualifying leads so the sales team could better allocate their time. Using forms and enticing visitors with a special offer, Demand Metric began converting visitors to leads. Demand Metric received so many incoming leads that there were too many for the sales team to follow up with.

As a solution, they began placing prospects on a drip marketing track that would allow them to keep in touch as well as gain additional opportunities for interaction with prospects. Through integration with Salesforce, the sales team was able to easily adopt Pardot as part of their process.

Results

In their first month using Pardot, Demand Metric experienced a drastic change in their sales model.

  • Before Pardot, it took an average of 328 calls to make one sale. With more qualified leads through Pardot, conversion increased dramatically, averaging one sale every 70 calls.
  • On the previous model, about 1 in 12 product demos would result in a sale. With Pardot, that number is now 1 in 3.
  • The sales team is now doing less work to produce the same amount of sales or more, greatly improving the quality of life for the team.

User Comments

“The services and support team at Pardot has been solid. It’s reasonable to expect a 300% increase in conversions within the first few months when implementing online lead generation with Pardot.”

Jesse Hopps, CEO