Case Studies

Learn more about DemandGen's lead scoring services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 1 Lead scoring wins. Developing a multi-dimensional lead scoring program with DemandGen International ® brings together Marketing and Sales for best qualifi ed leads possible. SITUATION Vistage International is the world's leading chief executive organization that provides essential coaching programs for CEOs and senior executives of small- to medium-sized businesses. Because the service is so appealing to both qualifi ed and unqualifi ed candidates, Vistage's marketing programs typically generate a large number of unqualifi ed leads. "We had constant tension between the sales and marketing teams about the quality of the leads," recalls Carlo Saggese, Vice President of Application Development. "At our Tuesday metrics meetings we would report all these leads, and Sales would say they were terrible, and I would be annoyed. We had no background as to why these leads were terrible: they were just all terrible." This situation was resulting in huge amounts of wasted time on the part of salespeople who were attempting to contact unqualifi ed leads and qualify them: in short, it had a major negative impact on sales effi ciency. Having purchased Eloqua, a popular marketing automation system that enables lead scoring and nurturing, Vistage looked at what was available to rate the leads being sent to Sales. Because Saggese had worked with DemandGen to implement Eloqua initially, the company was a logical choice to provide further consulting, system design, and implementation of a lead scoring system that would systematically rank leads before they got to Sales. SOLUTION Detailed Process Develops Scoring Model for Qualifi cation and Interest To kick off the Vistage lead scoring program, DemandGen staff conducted a workshop with the sales and marketing team, and over the course of two days worked up an agreed-upon defi nition of a qualifi ed lead, the questions and answers DemandGen is the best in the business when it comes to lead scoring." − Carlo Saggese, Vice President of Application Development, Vistage SITUATION Lead quality was a continual source of discord, negatively infl uencing sales effi ciency. SOLUTION DemandGen's unique lead scoring approach enabled smooth development of an agreed-upon qualifi cation and scoring model. RESULTS Lead conversion grew from 44% to over 60% in less than 10 months, and continues to improve.

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