Case Study: Oz Content achieves 20X more marketing qualified leads with Hull

How Oz Content 20x Increased Marketing Qualified Leads

Oz Content, a content ideation software company for B2B and high-intent B2C marketers, was generating plenty of leads but struggling to convert them. Despite more than 15,000 leads and about 1,000 new leads per month, only around 1% were turning into marketing qualified leads, creating a mid-funnel bottleneck for a small sales team. They needed a way to make their existing HubSpot-Salesforce stack more useful for prioritizing and engaging leads.

Using Hull’s customer data platform, Oz Content centralized and cleaned data from its sales and marketing tools, built real-time hyper-segments, and synced the right profiles back into the tools the team already used. With Hull, the marketing team launched highly targeted MoFU campaigns and webinars, resulting in a 20x increase in marketing-sourced qualified leads, a 4x increase in total MQLs, and a 2–3x lift in email open rates. Overall, marketing-sourced qualified leads rose from 20% to nearly 100%, at roughly 1/20th the cost of alternative approaches.

Oz Content

Matt Lovett

Chief Executive Officer