Case Study: Naylor Association Solutions achieves more efficient marketing and optimized lead scoring with Qlik

Naylor Association Solutions Increasing marketing efficiency and optimizing lead scoring with Qlik AutoML

Naylor Association Solutions, a provider of communications, events, AMS and other services for professional associations, faced an inefficient lead-scoring process: account executives were asked to complete nearly 30 CMS fields that sales found time-consuming and marketing couldn’t justify or rank by importance, undermining conversion efforts and overall alignment between teams.

Naylor adopted BigSquid.ai’s Kraken AutoML to streamline scoring and uncover which signals truly predict closed business. The solution cut the number of required CMS fields, saved sales time, sharpened the company’s target profile and messaging, increased marketing’s contribution to pipeline, and delivered data-driven confidence and higher employee satisfaction.

Naylor Association Solutions

Chad Lloyd

Director of Sales and Marketing Operations