Case Study: Iron accelerates lead nurturing and shortens sales cycles with Informa TechTarget Priority Engine

Iron Supercharges Lead Nurturing and Sales Engagement with Priority Engine

Iron, a global provider of job and batch processing solutions built on a microservices architecture, needed a better way to support sales with actionable, in-market opportunities and to increase the volume and quality of MQLs and SALs across North America, South America and Eurasia. To replace costly purchased lists and improve nurture-to-sales handoffs, Iron turned to Informa TechTarget’s Priority Engine to identify buyers exhibiting purchase intent and prioritize outreach.

Using Informa TechTarget’s Priority Engine with direct Salesforce integration, Iron gained immediate access to in-market prospects, richer account intent insights and the ability to score and place leads into targeted nurture campaigns. The result: improved email performance (opens 21.1%, click-to-open 16.5%, CTR 3.5%), shorter sales cycles, higher sales productivity, more informed late-stage sales conversations, and better tracking against MQL/SAL KPIs.

Iron

Kris Bondi

Vice President of Global Marketing