Case Study: BetterWorks achieves $1.2M+ influenced pipeline and doubles marketing-generated revenue with LeanData

BetterWorks - Customer Case Study

BetterWorks, a Redwood City–based provider of continuous performance management software, needed a scalable, data-driven way to reach and engage hard-to-find, senior HR executives as part of an account-based marketing (ABM) strategy. With multiple channels in play, Director of Demand Generation Masha Finkelstein sought an agile MarTech stack that would target the right accounts, identify the right contacts, and measure true campaign impact.

BetterWorks combined ON24 webinar marketing with LeanData lead management and attribution—integrating registration into Marketo, auto-converting MQLs into Salesforce contacts, routing them to reps, and linking activity to accounts. The approach generated high-quality leads, influenced 138 opportunities and more than $1.2M in pipeline in the first half of 2017, doubled marketing-generated revenue year-over-year, and allowed the team to scale webinar production without added headcount or budget.

Betterworks

Masha Finkelstein

Demand Generation Lead