Finding better leads with "firmographic" data

03/21/2013 | MarketingSherpa

Network security company Blue Coat harnessed the power of Big Data to capture "firmographic" details from its end users, according to this MarketingSherpa case study. The trick was to integrate data collected via forms with customer-relationship management software and a marketing automation program to build better lead profiles without the forms themselves becoming counter-productive. The data-driven campaign bolstered the contact database by 11% in less than a year, decreased lead rejection and increased marketing-qualified leads by 25%.

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