Case Study: IBM Watson accelerates campaign execution and lead generation with SmartAcre and Silverpop

Campaign Acceleration Using Silverpop

IBM Watson partnered with SmartAcre to accelerate its marketing campaigns and improve lead management. The team needed a faster, more effective way to run product campaigns, capture leads, and route them to sales, while also establishing a lead scoring model that did not previously exist. SmartAcre implemented Silverpop marketing automation to support these efforts.

SmartAcre built and launched a new BANT-based lead scoring and routing process, along with automation, nurturing, landing pages, email campaigns, and ongoing demand generation support. The results included a 12.8% product form conversion rate, a 3x improvement over prior performance, 818 monthly leads passed to sales on average, and 2,885 new gated content downloads in the first six months. SmartAcre also cut campaign turnaround time from 3–4 weeks to just one day.

IBM Watson