IAG Consulting Increases Lead Volume 3-Fold With Insight Tool
- Written by
- Published in Feature Articles
This article is part of the DemandGen 10 Awards 2009. See here for more info.
IAG Consulting is a leader in requirements discovery and management for IT. Given that poor requirements are behind 70% of IT project failures, and poor requirements drive costs for application development over 60% higher, IAG plays a high-profile role with leading technology executives as they attempt to deliver greater and more targeted value to the business. IAG has worked with in excess of 300 of the Fortune 500 companies in aspects of training, business projects and technology management.
New Castle, DE-based IAG implemented Pardot’s Prospect Insight solution to increase the number of touches with each lead. The company constructed a general nurturing track along with a number of highly targeted nurturing campaigns to use throughout the sales cycle, including programs to assess interest in various offerings and follow-up with webinar attendees.
IAG used Pardot’s open API to develop a custom integration with their homegrown lead screening and distribution system. IAG gauged the sales team adoption of Prospect Insight to help judge the progress of their Prospect Insight integration and found success because the team began to continuously refer to the system for prospect history. The sales team extensively uses the Prospect Insight Outlook plug-in, allowing them to send personalized one-to-one messages while still tracking prospect responsiveness.
After implementing the Prospect Insight solution from Pardot, IAG saw a three-fold increase in lead volume, while still decreasing the dedicated marketing administration staff by a full headcount.
IAG’s new automated programs increased the number of touch points with prospects and compressed average lead identification to distribution and follow-up from 7 days down to 24 hours. The sales team was able to follow-up quickly with leads when they were at their hottest and the multiple touch points allowed sales to spend less time educating prospects and more time closing the deal.