Finding a Scalable Solution
IPM is an operations-driven company, but in order to grow and support the needs of their internal teams, they first needed to increase the size of their marketing team and marketing processes — then begin implementing full-scale content and SEO marketing programs.
“We have a small but mighty marketing team, but we wanted to support a much larger sales team,” explains Larry Radowski, Director, Strategy and Business Development at IPM. “This could only be done effectively with the help of technology.”
Optimization through Automation
“We have seen a major increase in the effectiveness of our marketing programs with the help of lead nurturing,” comments Radowski.
At first, the IPM team only had a single nurturing track with generic content to nurture all of their contacts. Now, with the data gathered in Pardot, they are able to customize their content and run more effective nurturing programs. IPM’s marketing team is using personalized, dynamic content and developing different drips for each of their target industries.
“Nurturing has been a game changer for our sales team. They are responsible for so much of the day-in-day-out interactions with our prospect accounts. Pardot gives them time back in their day while keeping their relationships fresh,” says Radowski.
The IPM team has extended their use of automation to include lead scoring and grading, which allows them to quickly move leads through the marketing funnel. Automated thresholds for marketing-qualified (MQL) and sales-qualified leads (SQL) — along with real-time prospect activity alerts — make it easy for sales reps to identify the optimal leads for follow up.
“Our sales team is able to prioritize their leads daily, and they can see the overall value of Pardot,” adds Radowski. “Now, the sales team has the opportunity to be a part of the marketing conversation, and the flexibility to choose the appropriate course of action for their prospects.”
Added Insight into Marketing Success
“We are able to tie all of the prospect data we are getting in Pardot back to our funnel, and understand what marketing campaigns are working, what needs improvement, and where we are effecting overall business ROI.”
With Pardot, IPM has seen the following improvements to key areas of their business:
- Lead Flow: 13% MQL to SQL conversion rate, and a 23% conversion rate of SQLs into won opportunities
- Lead Generation: 1200% increase in MQLs
- Prospect Engagement: With custom scoring in place, IPM can monitor content downloads, email clicks, total page views, lead generation sources, and more, providing them with a holistic view of engagement with their marketing programs over time.