The Challenge
Ipswitch faced significant inefficiencies in lead management and marketing automation, which prevented them from hitting their lead generation and revenue targets. Their MarTech stack was overly complex and underutilized, with redundant instances of Salesforce and Marketo, yet they leveraged less than 50% of its capabilities. Additionally, outdated backend system integrations led to frequent downtime, errors, and poor reporting, making it difficult for leadership to make data-driven decisions.
Recognizing the need for a more efficient and scalable marketing framework, Ipswitch sought a solution to streamline lead management, improve marketing automation, and align sales and marketing processes. By eliminating inefficiencies and leveraging their technology more effectively, they aimed to boost lead conversion rates, accelerate sales pipeline growth, and enhance overall marketing performance.
The Solution
As Ipswitch sought to improve lead management and marketing automation, they evaluated several approaches, including internal process optimizations, new marketing technologies, and third-party consulting firms. While other solutions focused solely on technology implementation, Ipswitch needed a strategic partner to align sales and marketing, optimize technology utilization, and improve overall campaign efficiency. After evaluating multiple providers, Ipswitch selected The Pedowitz Group (TPG) due to our expertise in lead management transformation, MarTech optimization, and data-driven marketing execution.
To address their challenges, TPG implemented a comprehensive solution, including:
- Integrated Lead Management System – Designed and implemented a centralized framework that aligned sales and marketing processes.
- MarTech Optimization – Eliminated redundant instances and improved platform adoption by streamlining marketing technology.
- Campaign Execution Efficiency – Standardized email marketing and lead nurturing processes to increase automation and scalability.
- Improved Reporting & Data Accuracy – Enhanced data integrity and visibility, enabling Ipswitch to make data-driven decisions and improve pipeline management.
By focusing on process alignment, technology optimization, and data-driven execution, Ipswitch established a scalable marketing framework that positioned them for long-term success.
“The Pedowitz Group provided the strategic expertise we needed to optimize our lead management and marketing automation. Their ability to align sales and marketing, streamline our MarTech stack, and improve data-driven decision-making has transformed our operations. Thanks to their partnership, we now have a scalable, efficient marketing framework that positions us for sustained growth.”
— Jeanne Hopkins, CMO, Ipswitch
The Results
By partnering with The Pedowitz Group, Ipswitch successfully transformed its lead management and marketing automation, resulting in significant improvements in efficiency, lead conversion, and overall marketing performance:
- 1000% Increase in MQL-to-SAL Conversions – Dramatically improved lead handoff, accelerating sales pipeline growth.
- 62% Growth in MQLs Within One Year – Expanded the pipeline with higher-quality marketing-qualified leads.
- 50% Increase in Marketing Automation Platform Usage – Enhanced platform adoption from 30% to 80%, improving campaign execution.
- 85% Reduction in Troubleshooting Time – Streamlined MarTech operations, minimizing downtime and system errors.
With a scalable, data-driven marketing framework, Ipswitch now has greater visibility into marketing ROI, enabling faster, more informed decision-making and sustained revenue growth.
