How a SaaS Company Increased Qualified Leads by 60% Using Intent Data
How a SaaS Company Increased Qualified Leads by 60% Using Intent Data
A comprehensive case study on transforming lead generation strategies with data driven insights and targeted marketing approaches
60%
Increase in Qualified Leads
45%
Reduction in Cost Per Lead
3.2X
Higher Conversion Rate
The Challenge
Struggling with Ineffective Lead Generation
Our client, a growing SaaS company in the project management space, was facing significant challenges with their lead generation efforts. Despite investing heavily in content marketing and paid advertising, they were attracting low quality leads that rarely converted into paying customers.
The marketing team was generating thousands of leads monthly, but the sales team reported that less than 5% of these leads were actually qualified. This created friction between departments and wasted valuable resources on pursuing prospects who were not genuinely interested in their solution.
The company needed a way to identify which prospects were actively researching solutions in their space and prioritize outreach to those most likely to convert. Without this capability, they were essentially marketing in the dark, hoping to stumble upon qualified leads through volume based approaches.
The Solution
Implementing an Intent Data Driven Strategy
We developed a comprehensive intent data strategy that leveraged multiple data sources to identify companies actively searching for project management solutions. Our approach combined first party data from their website with third party intent data to create a complete picture of buyer interest.
The core of our solution was implementing an intent scoring system that assigned points to companies based on their online behavior. This included tracking keyword searches, content consumption, website visits, and engagement with competitive solutions.
We integrated this intent data directly into their marketing automation and CRM platforms, allowing both marketing and sales teams to prioritize outreach based on actual buying signals rather than assumptions or firmographic data alone.
Data Collection
Gathered intent signals from multiple sources including search data, content engagement, and website activity
Intent Scoring
Developed a weighted scoring model to identify companies with the highest purchase intent
Targeted Outreach
Created personalized marketing campaigns and sales outreach for high intent accounts
Continuous Optimization
Refined the model based on conversion data and feedback from the sales team
The Results
Transformative Impact on Lead Generation
Within three months of implementing our intent data strategy, the company saw remarkable improvements across all key metrics. The most significant change was in lead quality, with the percentage of marketing qualified leads that converted to sales qualified leads increasing from 5% to 16%.
The sales team reported that leads generated through the intent data program were significantly more prepared for conversations and understood the value proposition much faster. This reduced the average sales cycle by 22% and increased win rates by 18%.
Perhaps most importantly, the program helped align marketing and sales around a common definition of a qualified lead, eliminating departmental friction and creating a more collaborative environment focused on revenue generation.
| Metric | Before Implementation | After Implementation | Improvement |
|---|---|---|---|
| Qualified Leads per Month | 120 | 192 | +60% |
| Cost Per Qualified Lead | $220 | $121 | -45% |
| MQL to SQL Conversion | 5% | 16% | +220% |
| Sales Cycle Length | 68 days | 53 days | -22% |
| Win Rate | 22% | 26% | +18% |
The intent data program completely transformed our approach to lead generation. For the first time, we're having conversations with prospects who are already educated about the space and actively looking for solutions. The quality difference is night and day, and our sales team couldn't be happier with the leads we're now providing them.
Sarah Johnson
VP of Marketing, TechSolutions Inc.
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