What were the results?
By refining the MQL criteria and improving communication between teams to tweak and improve paid media channels, Vanessa achieved a 20% reduction in unqualified leads entering the pipeline, increasing overall conversion rates by 15%. By tracking each customer journey stage, Vanessa could also identify drop-off points and why leads failed to progress to SQL. This allowed Vanessa to determine which leads needed nurturing and how to improve personalisation through their preferences. As she explained: “Through our reporting, every quarter, we can analyse the campaigns, the content, and the job titles that converted from those campaigns. That way, we can match and ensure our personas are aligned and are converting.” Following this, Vanessa saw a huge decrease in drop-off rates and lead leakage, which ultimately increased the number of MQLs converting to SQLs.
Conclusion
Runway streamlined its operations by consolidating multiple tools—scheduling, enrichment, qualification, and CRM updates—into one integrated platform using Default.
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