World’s Leading Technology Company Enlists Extraprise to Create Customer Intelligence and Drive Multi-channel Marketing Campaigns

Client

Extraprise’s client is the worldwide leader in providing technology solutions to enterprises. The company’s objective was to continuously improve its global lead generation and lead nurturing programs.

Situation

The client was missing significant sales opportunities as a result of their inability to integrate and manage campaign and response data across 172 international geographies and 9 business units. Although the client was generating a very high volume of leads annually, they were unable to effectively use their data to qualify leads and distribute them appropriately to the right sales people within different global regions and business units. Further, disparate data and a lack of infrastructure needed to effectively manage and capitalize on data prevented the client from getting a holistic understanding of their customer and prospect behavior, resulting in the inability to use this information to develop targeted, multi-channel lead generation and lead nurture programs.

Solution

Using Extraprise’s (i2i) solution, which was customized to support the client’s specific objectives, Extraprise integrated over 100 global data sources (including those from 60 other vendors) and information from multiple international sales force automation instances, into one centralized marketing database, giving the client a 360-degree view of their customer and prospect behavior across all channels and interactions. To maintain data integrity, Extraprise worked with the client to create business rules, and to automate the processing, cleansing, standardizing, de-duping, augmenting and management of customer and prospect information.

With their data clean, accurate and in one centralized location for the first time, the client looked to Extraprise to further evolve their marketing capabilities by implementing advanced analytic capabilities, allowing them to turn their data into customer intelligence, which in turn was used to drive the relevance and effectiveness of marketing campaigns. Additionally, a campaign management function was put in place to support these data-driven, multi-channel programs, as well as a comprehensive lead qualification and distribution process that ensured that leads were put into the hands of the right people who could turn them into revenue.

To maintain the unprecedented level of marketing sophistication achieved by the i2i platform, and to drive continued advancements in the client’s marketing maturity, Extraprise remains as an extension of their marketing team. Extraprise provides ongoing analytic and campaign management support, setting up and executing over 350 campaigns per quarter and continuously improving processes for lead generation, nurturing and qualification.

Results

The i2i solution has given the client a complete, end to end solution that has radically improved efficiency and has transformed their marketing organization into an instrumental and necessary component of the revenue generation engine. i2i has dramatically improved the quality of the client’s data, which has enabled them to leverage analytics to better understand customers and prospects and communicate with them with relevant messages throughout the buy cycle, generating more qualified leads for the sales team. Also, with i2i came the implementation of processes needed to effectively manage all of the client’s leads and ensure that they are scored and distributed appropriately. Additionally, i2i has improved the efficiency of campaign execution and has given the client an automated process for nurturing leads until they are ready to be distributed to a sales channel, resulting in a 400% increase in their lead to opportunity conversion rate. Perhaps most importantly, i2i has fostered an integrated, symbiotic relationship between the client’s marketing and sales organizations, enabling them to work together to turn leads into opportunities, and opportunities into revenue.