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How Citrix Used Third-Party Data to Improve its Sales Pipeline
Charlotte Woolard / B2B Online / October 8, 2013
In 2011 marketers at Citrix Systems found themselves facing a lead-quality problem. The company effectively leveraged lead-generation tactics, including webinars, product demonstrations and search, but it struggled to predict conversions. Plus, marketing was funneling more leads to the sales team than the representatives could handle.
“We were plugging the funnel with poor quality leads,” said Eva Tsai, director-marketing operations for the cloud services company.
So Citrix implemented a Big Data initiative to help it increase the efficiency of its sales team. The overhaul began with a critical look at lead-scoring models. The company abandoned industry standards and instead developed a custom lead scoring system that, in conjunction with marketing automation tools from Marketo Inc., improved its lead conversion rate by more than 20%. But Tsai and her team saw more room for improvement.