Case Study: Hortonworks scales inbound lead flow and boosts conversions with ReachForce

Data-driven marketing helps Hortonworks scale inbound lead flow to support a growing sales organization

Hortonworks, a leading provider and contributor to Apache Hadoop, faced a rapid growth challenge when its sales team more than doubled: marketing needed to scale inbound lead generation, capture richer prospect data, and deliver more relevant experiences to support faster, more accurate lead routing. In a competitive big-data market, the company prioritized maturing its inbound strategy and simplifying conversion for target personas.

By combining Marketo Real-Time Personalization with ReachForce SmartForms to append firmographic data and prepopulate forms, Hortonworks personalized web content, reduced friction on forms, and routed leads more accurately. The program drove big gains: average visit duration +313%, pages per visit +163%, top campaign conversion +47%, landing-page conversions +8%, and lead routing accuracy +43%, enabling faster follow-up and more effective segmentation and nurture.

Hortonworks

Leah Grosky

Director of Digital Marketing