INDUSTRY: Software  | BUSINESS FOCUS: B2B

ABOUT ACQUISIO
Acquisio is the leading Performance Media Platform for buying, tracking and optimizing media across all search, display and social networks. The SaaS technology company spends a large portion of its marketing budget on lead generation activities such as white paper and webcast sponsorship with industry-leading publishers, search marketing campaigns and trade shows.

THE CHALLENGE
Before working with Mediative, Acquisio would send every lead generated by the marketing team to the sales team. Unfortunately, that created a lot of noise for the company’s sales reps and made it difficult for them to identify and respond properly to the best leads. In addition, many opportunities were lost because of the lack of follow-up. What’s more, due to small size of its marketing team, lead processing would take anywhere from a few days to a couple of weeks, depending on the source, before being handed off to sales. The result was lost momentum with valuable leads.

THE RESULTS
Through the nurturing program, Acquisio was able to cultivate prospects and generate new opportunities that historically had not been followed up by sales. In fact, the nurturing program led to an increase of over 50% in the total value of opportunities generated (see chart below).

The nurturing program also increased leads’ interest and knowledge in Acquisio’s offerings, resulting in improved overall lead quality for leads handed off to the sales reps. Sales reps reported that conversations with leads were higher-level and more productive. “I regularly have sales reps coming to my office to thank me for the emails we sent,” says Marc Poirier, Acquisio Cofounder & CMO. “They give me real examples where leads opened up new opportunities. And the beauty of it is that the entire process is automated!”

By being assigned only leads that were sales-ready and starting with more knowledgeable conversations, sales reps were able to spend more time on selling than qualifying. In fact, they were able to cut qualifying time by 50%, giving them an extra day to engage new sales-ready leads or work on other opportunities. All in all, Acquisio was able to reduce lead qualification cost by 50%.

Lastly, by automating the lead capture process for sponsored white papers and formalizing and automating the lead upload process for sponsored webcasts, Acquisio cut the time between lead generation and initial contact by more than 90%.