CASE STUDY

Quantzig Used Lead Analytics to Improve Marketing-Qualified Leads by 28% For Financial Company

May 26, 2022

Highlights of the Case Study: 

Particulars Description 
Client A leading financial services company that was operating at a global level 
Business Challenge Our client was facing difficulty prioritizing the leads that are likely to result in conversions. 
Impact Quantzig’s predictive lead analytics techniques helped the client identify hot leads and devise effective marketing strategies by anticipating buyer behavior. 

Game-Changing Solutions for the Financial Services Sector  

Here’s what lead analytics brings for the financial services sector. In high-volume sales environments, financial service companies must certify that their inbound leads are scored, ranked, and prioritized as quickly as possible. The prioritization of leads is necessary to remove junk emails and concentrate efforts on prospective conversions. Prioritization of leads is also imperative to gauge the effectiveness of marketing campaigns. These insights enable detailed customer profiling, which marketing can then use to deliver targeted campaigns. 

The Challenges of the Client 

Our client, a leading player in the financial services market, operates global markets. Although the client was generating many inbound leads via marketing activities, it struggled in prioritizing the ones that had to be reached out to first to maximize conversions. The client approached Quantzig to develop a scalable, structured sales process to help cut through the high volume of leads and focus on those most likely to convert into customers. The client wanted Quantzig to develop a solution that could give real-time insights into program performance and help it reduce its spending on marketing channels. It also sought help in optimizing its marketing campaigns so that it could eliminate bad leads by gaining real-time insights into campaign performance.  

Due to the expansive market reach, our client required lead analytics to leverage data and target high priority leads first.

Quantzig’s Lead Analytics Solution for Financial Institutions

Quantzig’s team implemented a data-driven approach to prioritize leads across the client’s sales team. This approach enabled the marketing team to build more effective campaigns and prioritize spending on the highest-performing lead channels. We employed predictive lead analytics and website tracking techniques to help the client analyze similarities and patterns between variables in the data and predict the behaviors of existing and new customers. Our lead scoring technique helped the client better understand its leads by grouping them into different clusters (leads that are likely to convert and those that are less likely to convert). Our team also summarized the lead’s genuine interest based on the client’s website engagement. Predictive lead analytics techniques used by Quantzig enabled the client to get information on real-time inbound lead data. It also helped our client get intelligence about the lead’s authority, location, and company. It facilitated lead engagement by providing links to social media and contact details such as phone numbers and websites. 

Impact Analysis of Quantzig’s Lead Prioritization Solution 

Quantzig’s predictive lead analytics techniques helped the client identify hot leads and devise effective marketing strategies by anticipating buying behavior. With the help of lead prioritization solution, our client reached potential leads through proper marketing channels. Qunatzig’s solution impacted the client’s business in the following ways: 

lead analytics
  • Doubled the marketing team’s revenue contribution by prioritizing hot leads that were most likely to convert to customers.  
  • Increased the marketing-qualified leads (MQLs) by 28%  
  • Enhanced closed contracts by 50% 
  • Reduced the spending on marketing channels 
  • Strengthened the alignment between sales and marketing 
  • Identified successful marketing campaigns 
  • Delivered customized messages based on the lead classification 
  • Achieved higher lead conversion ratio 
  • Boosted chances of upsell 
  • Improved margins 

Key Outcomes 

Quantzig’s lead prioritization solutions based on predictive analytics and lead scoring model enabled our client to double its revenue contribution by prioritizing hot leads that were most likely to convert to customers. As a result, it increased its marketing-qualified leads (MQLs) by 28% and closed contracts by 50%. Our interventions led our client to strengthen the alignment between sales and marketing, which led to successful marketing campaigns and resulted in higher sales and, consequently, higher margins. 

Broad Perspective on Lead Prioritization Analytics in Financial Services Sector 

Companies in the financial industry are focusing on separating quality leads from junk ones to reach out to the ones that are most likely to convert into a customer first. Also, companies are trying to identify successful marketing campaigns and increase the lead conversion ratio. Quantzig offers predictive lead analytics solutions that enable companies to segment and prioritize their leads based on sales readiness. The lead scoring model developed by Quantzig enables its clients to analyze the browsing habits of the hot leads through multiple digital footprints. It also allows the clients to identify the marketing efforts that drove the qualified leads, resulting in a high lead conversion ratio and increased margins.

Key Takeaways 

  • Doubled the marketing team’s revenue contribution by prioritizing hot leads that were most likely to convert to customers.  
  • Increased the marketing-qualified leads (MQLs) by 28%  
  • Enhanced closed contracts by 50% 
  • Reduced the spending on marketing channels 
  • Strengthened alignment between sales and marketing 

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