Case Study: ViaWest achieves warmer cold calls and more qualified leads with netFactor's VisitorTrack

ViaWest - Customer Case Study

ViaWest, a best‑in‑class IaaS provider, faced long B2B sales cycles and the common challenge of anonymous website traffic—making it hard to generate net‑new opportunities, warm cold calls, and measure ROI from online advertising and events. To solve this, ViaWest deployed netFactor’s VisitorTrack to identify which companies were visiting and what content they were researching.

netFactor’s VisitorTrack provided real‑time visitor intelligence and customized reporting that ViaWest uses across sales and marketing to warm outreach, tailor messaging (for example, by industry and HIPAA‑compliant cloud interest), and flag the most engaged pipeline accounts. The solution helped ViaWest track campaign traction (identifying two large target prospects after an event), optimize paid‑advertising ROI, reveal new geographic demand (steady traffic from Albuquerque), and better prioritize prospects closer to a decision.

ViaWest

Amy Rutledge

Team Lead – Business Development