Case Study: Vistage boosts lead conversion with DemandGen lead scoring

Vistage - Customer Case Study

Vistage International, a chief executive organization, faced significant internal tension and sales inefficiency due to a high volume of unqualified leads from its marketing programs. The conflict between its sales and marketing teams over lead quality prompted them to enlist DemandGen, leveraging their marketing automation system Eloqua, to develop an effective lead scoring solution.

DemandGen implemented a multi-dimensional lead scoring program by facilitating a workshop to create an agreed-upon definition of a qualified lead. Their process incorporated both prospect qualification and online behavior to measure interest. This solution from DemandGen resulted in a dramatic improvement, increasing Vistage's lead conversion rate from 44% to over 60% in less than ten months, allowing sales to focus on high-quality prospects and eliminating inter-departmental animosity.

Vistage

Carlo Saggese

Vice President of Application Development