Case Study: S&P Global Market Intelligence achieves 31.5% MQL-to-SQL conversion with SnapApp

How S&P Global Market Intelligence drove a more than 30% conversion rate

S&P Global Market Intelligence, a provider of data and analysis for businesses and governments, faced a common problem: lots of marketing activity but too many unqualified leads, wasting time for both marketing and sales. The team needed higher‑quality leads and clearer alignment on what counted as an MQL versus an SQL to improve conversion efficiency.

They agreed on MQL/SQL definitions, built a lead‑scoring model in Marketo, and deployed interactive content via SnapApp—starting with a booth quiz that fed results into Marketo and triggered personalized follow‑up emails. The approach cut manual event follow‑up, improved qualification conversations, and drove a 31.5% MQL‑to‑SQL conversion rate (about a 7 percentage‑point gain) within three months.

S&P Global Market Intelligence

Michelle Patterson

Senior Marketing Manager