Case Study: Zendesk achieves 63% more qualified leads and improved conversion rates with Convertro

Zendesk - Customer Case Study

Zendesk, a cloud-based customer service platform used by more than 40,000 companies, faced a measurement problem: as a B2B, subscription business with long research cycles, last-click attribution obscured the multiple touchpoints that led to sales. The team couldn’t measure the impact of display impressions or calculate a true cost per lead, so they lacked visibility into which channels were driving profitable customers versus just web sign-ups.

In April 2013 Zendesk adopted Convertro’s algorithmic multi-touch attribution with Salesforce integration, giving the marketing team end-to-end visibility into impressions and downstream sales so they could reallocate spend, cut unprofitable campaigns, and optimize paid search at the keyword level. The changes drove clear gains: qualified leads from a partner rose 63%, paid-search conversion rate improved 28%, mid-market qualified leads increased 38%, and Zendesk expanded measurement to offline channels like TV and radio.

Zendesk

Brad Morris

Director of Marketing Ops and Analytics