Case Study: Webtrends achieves faster, richer lead profiling and 40% quarterly pipeline growth with ReachForce SmartForms

With ReachForce SmartForms™, Webtrends accelerates relevant interactions with prospects and boosts quality of sales leads

Webtrends, a pioneer in web analytics serving more than 3,500 companies, relies on inbound digital marketing to generate leads but faced a major data challenge: key firmographic fields (like annual revenue and employee count) were often missing or inaccurate because prospects won’t always provide them. That forced a manual, time-consuming appending process that delayed complete site visitor profiles (taking up to three visits or three weeks) and left lead scoring incomplete and unreliable.

Webtrends implemented ReachForce SmartForms, integrating real-time data enrichment with Eloqua and Salesforce to append firmographic data at first contact and reduce forms to five questions. The change enabled ungated content, accelerated profiling to the same day, freed about 15 hours per week for the lead team, scaled drip campaigns, improved lead quality so sales focus on purchase-ready prospects, and helped grow the sales pipeline roughly 40% per quarter.

Webtrends

Myllisa Patterson

Sr. Marketing Operations Manager, Webtrends