Case Study: Diligent Corporation turns marketing into a revenue center and drives bookings with Bizible

Diligent Corporation - Customer Case Study

Diligent Corporation, a SaaS leader in secure corporate governance used by boards and executives in 70+ countries, faced a growing challenge as more of the buyer’s journey moved online and Marketing became accountable for bookings. Their attribution was simplistic—limited to lead or primary campaign source—while operational constraints made it hard to tie activity across CRM objects, cross-tag effectively, or scale campaigns without creating duplicate landing pages and losing SEO and testing value.

In 2016 Diligent implemented Bizible and pushed granular attribution data into DOMO, adopting advanced models and tailored reports (e.g., Bookings by Source & Velocity, ROI by Search Campaign) to optimize toward business metrics. The result: Marketing shifted from an order-taker to a revenue-driving function with greater executive and finance alignment, clearer ROI on spend and CAC/LTV insights, and improved ability to plan investment and growth from data-driven decisions.

Diligent Corporation

Jeremy Barlow

Dir. Global Demand Generation