In 2014, innRoad launched lead generation campaigns on Gartner Digital Markets’ software review sites to get marketing-ready and sales-qualified leads. The company immediately started collecting marketing-ready leads from the hospitality property management software category and expanded its brand reach into new categories, like vacation rental software.
To streamline the creation of campaign landing pages and drive higher conversion rates, innRoad also used Gartner Digital Markets’ landing page service. “The conversion rates were looking really good and we were excited about the results,” said Ben Kelley, Senior Marketing Manager at innRoad.
But after some time, the company wanted to ramp up its lead generation strategy. After digging into campaign results, innRoad noticed that sales-qualified leads generated with Gartner Digital Markets were much higher quality. “With the other channels we use, around 20% of leads get disqualified as they come in, but with Gartner Digital Markets, it’s only 5%,” said Kelley.
The company realized there was potential to generate more opportunities for its business with sales-qualified lead campaigns, so it took a closer look at how to get more value out of its strategy.
The marketing team at innRoad identified ideal customer profiles and established the right criteria for Gartner Digital Markets’ software advisors to qualify leads and ensure every prospect delivered to its sales team is the right fit and ready to buy.