PagerDuty
Client: PagerDuty
01. Background
PagerDuty relies heavily on a sales team to close large licensing deals from organic and marketing-generated leads. The constant tug-of-war between Sales and Marketing was causing a continuous disconnect in the discussions around the quality of leads and the number of leads being generated. How do we streamline processes from campaign inception to launch and ensure marketing is nurturing leads until they meet the requirements to be handed off to Sales?
02. Objectives
- Improve lead handling processes
- Evaluate lead scoring processes and identify/implement change opportunities
- Understand how leads are being touched and implement appropriate programs to increase qualified leads to Sales
03. Process
- Customer segmentation and market analysis
- Appended appropriate data (ZoomInfo and DiscoverOrg) to better establish customer segments
- Worked to understand PagerDuty's customer segments and disseminated them across the organization
- Implemented customer segments throughout marketing and sales systems
- Partnered across organizations to develop more targeted messaging
04. Results
- Implemented improvements within 2 months
- Increased qualified leads through the funnel by 20% due to changes in lead routing and scoring
- Identified target audiences that needed to stay with marketing for further nurturing and implemented trigger campaigns to continue the conversation until they reached a certain score to be released to Sales
- Retained lower-scoring leads within marketing for segmented marketing programs, potentially driving some leads to self-service in alignment with goals set for the company by the CEO
- Reduced quantity of poor leads to Sales by 50% but increased the quality of leads enabling higher closing rates
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