Moving the needle for Progress Software
It was difficult for sales to prioritize prospects for follow-up, and new leads engagement was underperforming.
Progress Software had acquired an open source software division, FuseSource, a few years earlier. They were generating over 10k trail downloads per month but were having a difficult time scaling the business because lead flow was not converting to deal flow.
We helped the marketing and sales team define and build an effective, integrated process to identify and prioritize sales-ready leads with a Burst Nurture program. We evolved personas, updated messaging, harvested their brand equity and built a microsite, and a host of marketing automation assets that included emails, landing pages, thank you for Progpages, alerts, notifications (all in under six months) and increased Lead-to-Opportunity conversion by 58%. FuseSource was acquired by Red Hat ~nine months later.