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Case Study: How a Technology Firm Upped Webinar Attendance, Improved Lead Nurturing

by Laurie Lande  |  
February 26, 2008

Company: Objectivity, Inc.
Contact: Kimberley Roberts, Manager of Direct and Internet Marketing
Location: Sunnyvale, Calif.
Industry: Software, B2B
Annual revenue: Confidential
Number of employees: 50

Quick Read:

Objectivity, Inc. is a San Francisco-area technology firm that provides data management systems for government, science, and engineering organizations. Its four-person marketing department is responsible for lead generation and lead nurturing. Twice a quarter, the department holds lead-generating webinars, a key component of the marketing program.

The marketing staff is judged not only by how many potential customers attend these webinars but also by how well they identify registrants who are most likely to be responsive to Objectivity's products, which makes the follow-up process more efficient for the firm's outside-sales force.

By hiring an outside expert in lead optimization for marketers and using its full range of data, Objectivity increased turnout for webinars an average of 10%. The quality of the leads is high as well: More than 30% of the leads typically score high enough to be handed off to sales.

The Challenge:

Kimberley Roberts, Objectivity's manager of direct and Internet marketing, leads the company's four-person marketing department, which also includes a public relations expert, a webmaster and a part-time CMO. There is no budget for expansion.

To focus on integration between marketing and sales, the marketing staff is paid on the number of prospects that get through each stage of the firm's marketing funnel.

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