SciQuest Success Story

SciQuestLogo_trans1 100x31SciQuest’s higher education and public sector markets had provided solid revenue growth and cash flow for years. However, the company desired growth in enterprise (“commercial”) industries. After a new VP of commercial sales was hired, Marketing redirected some resources, but naturally needed to remain focused on the larger, “cash cow” sectors. As a result, the Commercial sales team had little to no lead generation activity.

Project Overview

  • Six-month, high-intensity lead generation blitz
  • Content marketing consisting of four new WinGreen-authored white papers, one SciQuest Buyer’s Guide, and one third-party analyst report
  • More than 200,000 emails sent
  • Outstanding 1.8% opt-out rate
  • 110% performance against objectives
  • Return on Investment: 978%

SciQuest is the largest publicly-held provider of Software-as-a-Service (SaaS) procure-to-pay technology.

SciQuest’s higher education and public sector markets had provided solid revenue growth and cash flow for years. However, the company desired growth in enterprise (“commercial”) industries. After a new VP of commercial sales was hired, Marketing redirected some resources, but naturally needed to remain focused on the larger, “cash cow” sectors. As a result, the Commercial sales team had little to no lead generation activity. 

The VP of commercial sales identified WinGreen as being uniquely qualified to “plug right in” with lead generation services that included all required components. SciQuest could outsource the entire content marketing function in order to reduce time-to-results and to deliver near-immediate sales pipeline to Commercial Sales. WinGreen custom-tailored a six-month, high-intensity lead generation program consisting of targeted email marketing and content marketing utilizing both new white papers and an existing analyst report. The objective was to deliver 50 high-quality interested leads per month to inside sales, commencing with Month 1.

WinGreen’s lead gen program delivered 328 interested leads over the six-month program, exceeding the objective by about 10%.

WinGreen Provided Services

  • Six-month, high-intensity lead generation program to jump-start commercial sales pipeline
  • Outbound mass email campaigns
  • Social media promotion
  • Four new WinGreen-authored white papers, one new SciQuest e-book, one external analyst report
  • Target database of 10,000+ precisely targeted individuals from WinGreen’s opt-in database sources, de-duplicated against existing SciQuest data, and with SciQuest customers extracted
  • Limited to specific metros with salespeople “on the ground” to improve responsiveness and minimize cost of sale
  • All execution took place in the WinGreen System Architecture™ with integration into SciQuest Salesforce.com CRM
  • WinGreen enhancements to SciQuest’s Salesforce.com
    • Dashboard for WinGreen campaign tracking
    • Lead scoring
    • Web visitor tracking
    • One-click links to LinkedIn profiles and prospect company news
    • Workflow consulting and queue/trigger setup
  • WinGreen operations integrated into inside sales’ weekly reviews