IT infrastructure provider improves demand generation with Mardevdm2

The company, an IT infrastructure provider, is located in the United Kingdom and sells to mid-to-large organizations across multiple vertical markets around the globe. The company’s product has an average selling price of £150,000/$225,000.

Business situation
The company was challenged to increase organic growth through new lead acquisition and conversion. They also needed to re-engage with customers who had become inactive. Marketing tactics needed to be refined to generate leads that were marketing qualified and accepted by sales.

Solution
Mardevdm2 partnered with the IT solution provider to develop a revenue-producing demand generation program. The plan began with segmentation of the target audience and included multi-touch campaigns, lead nurturing and scoring, as well as ongoing monitoring and metrics to determine the lead quality. The integrated program resulted in the marketing qualified leads to sales accepted leads conversion rate increasing from 10% to 40% in nine months.

Benefits
The ultimate benefit of the demand generation program was that the company increased their organic revenue by £6.5 million/$9.75 million during the nine month period.