Case Study: Construction Data Company achieves higher-quality, more efficient lead generation with Ion Interactive

Reaching Lead Generation Nirvana: Quantity and Quality

Construction Data Company (CDC) is a leading regional provider of public and private commercial construction leads (CDCNews, BidTool, DataFax) with over 30 years’ experience. Already using the ion platform and a culture of testing, CDC’s challenge was to balance scale and quality — increasing lead volume from PPC and landing pages while improving the relevance of leads passed to sales through a unified, data-driven program.

CDC used existing ion analytics to audit messaging, built targeted microsites with ReadyMade Widgets (tabbed content, image rotators) to let visitors self-segment, and introduced a two-step form that split marketing-ready and sales-ready conversions and enabled nurture paths. The changes increased marketing leads without reducing sales-ready volume, raised lead quality, lowered cost per lead, and sustained conversion rates above 16%; ongoing tests (including a 3-step option) continue to drive higher-quality leads.

Construction Data Company

Guy Colangelo

Marketing Director