Case Study: GBG increases engagement and drives £1.3M in marketing revenue with Act-On Software

GBG - Customer Case Study

GBG, a global specialist in identity data intelligence, was generating more leads than it could effectively manage: prospects were passed straight to sales, there was no lead scoring or prioritization, and marketing lacked a single customer view and reliable campaign reporting.

By bringing Act‑On in‑house, GBG implemented lead scoring, nurture programs, website tracking and a Microsoft Dynamics CRM sync to create a closed‑loop view and centralized reporting. The program delivers about 170 MQLs per month, lifted email opens to 22% and click‑throughs to 12.76%, improved sales‑marketing alignment, and has driven £1.3M in marketing‑attributed revenue with a 9.3% conversion rate.

GBG

Junaid Zahid

Marketing Insights Manager