New Relic is a software analytics company that delivers real-time insights to more than 1 million users and 13,000 paid business accounts over its multi-tenant SaaS platform, the New Relic Software Analytics Cloud.
New Relic needed to connect data mined from a new technology platform to Marketo, so they could fine-tune marketing messages and offer targeted services to prospects. The goal was to boost sales and maximize the productivity of the company’s salesforce, while increasing awareness and engagement.
New Relic turned to DemandGen for help connecting the new technology platform with Marketo. Leveraging DemandGen’s expertise, they first ran two different recycled nurture programs. The programs were designed to identify companies using competing products, such as Google Analytics, Soasta, Airbrak.io and others. Additionally, they aimed to identify leads with specific job titles.
With insight from technographic data, New Relic can now customize campaigns to deliver relevant content. Initial results include a 32.8% open rate for a nurture program that leveraged the new data, leading to over $250K in new pipeline.
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