Capturing high-quality leads in less than 48 hours

Challenge

When Tide Rock first acquired ISC, they took inventory of ways to accelerate ISC’s growth potential and achieve their strategic objectives. “It’s our responsibility to identify roadblocks and ensure the companies we invest in have all the resources needed to successfully expand their customer base and run a profitable business,” explained Jack Parcell, Digital Marketing Specialist at Tide Rock.

One of the key challenges Tide Rock faces when onboarding new subsidiaries is aligning marketing with sales initiatives to drive growth. “When there is a lack of communication between leadership and the technologies each team leverages, it can be difficult to create sustainable growth. We saw similar challenges when we acquired ISC. Since we’re a solution oriented firm, we saw an opportunity to drive alignment by arming them with a tech stack that could help both support sales and marketing efforts,” shared Parcell.

“Marketing gives us actionable insights that enable us to execute effective campaigns. It used to take us months to generate value from our marketing efforts but now, we’re capturing high-quality leads in less than 48 hours from launching a campaign”

Eric Shumway

SVP of Sales and Business Development at Interconnect Solutions Company (“ISC”)

Solution

With ZoomInfo’s Sales and Marketing now supporting ISC’s go-to-market teams, the company has eliminated internal silos and doubled down on their growth goals.

Rather than continuing with a “spray and pray” approach, ZoomInfo has enabled ISC to launch more strategic and targeted marketing campaigns. “Marketing has been influential in allowing us to laser focus our marketing initiatives. We no longer have to cast a wide net and hope we catch something good. We’re crafting messages that are unique to each audience and the results are telling,” said Eric Shumway, SVP of Sales and Business Development at ISC.

ISC’s leadership team has benefited in working with a singular data set while having greater visibility into what’s happening on both the sales and marketing teams. “We’ve successfully eliminated friction between the two teams. Now, by the time a rep starts talking with a prospect, they know that a contact has already seen or engaged with one of our campaigns. Sellers feel more confident going into conversations knowing they are connecting with prospects who are familiar with our offerings and in the market for a solution like ours,” comments Shumway.

The Results

“The ability to reach decision makers at a faster rate while aligning our messaging to potential buyers has led to greater ROI on ad spend,” explained Shumway.

While hard numbers are still in the making, it no longer takes ISC six months to generate a qualified lead. “Marketing gives us actionable insights that enable us to execute effective campaigns. It used to take us months to generate value from our marketing efforts but now, we’re capturing high-quality leads in less than 48 hours from launching a campaign,” shares Shumway.

As ISC continues to expand their campaign efforts and identify new target markets, ZoomInfo will continue to remain an integral part of reaching their full revenue potential. “The greatest value ZoomInfo has brought us is the opportunity for alignment. We’re all working off one data set, our goals are aligned, and our efforts are housed in one ecosystem. This has made a significant impact,” states Parcell.