Rackspace Accelerates Outbound Marketing to Build Pipeline

Scottsdale, AZ, March 10, 2016 (Newswire.com) - ​​​Integrate, a provider of outbound demand generation software, today announced that Rackspace®, the #1 managed cloud company, has implemented its technology to execute effective outbound marketing campaigns. 

Rackspace, a global company with more than 300,000 customers in more than 120 countries, has effectively used inbound marketing strategies and tactics as a primary driver for demand generation. And to meet a high customer growth mandate, the Rackspace marketing team turned up its outbound marketing channels using a variety of third-party media partners to engage new prospects. However, third-party lead generation processes were cumbersome. The demand generation team was spending hours per week on manual lead-processing tasks – scrubbing leads for duplicate data, missing fields and invalid names, while also normalizing media partners’ files into a standard format that could be uploaded into Marketo, a marketing automation system used by Rackspace.

"The breadth and complexity of today's multi-touch marketing programs makes it very difficult for enterprise organizations such as Rackspace to scale marketing programs. Despite being a global, publicly-traded company, Rackspace continues to foster innovation and we are honored to partner with them on this journey to improved marketing performance."

Jeremy Bloom, CEO of Integrate

This added time spent processing leads meant that Rackspace’s nurture process was drastically delayed. Such delays allowed prospect interest to cool or a competitor to engage the contact first. With these challenges in mind, minimizing time between lead capture and follow-up was a key focus for Rackspace to ensure greater prospect engagement and conversions. Additionally, the demand gen team was challenged to create greater transparency into its initiatives, enabling greater predictability for adjacent teams to increase their performance.

To achieve its outbound marketing objectives, Rackspace turned to Integrate. Integrate’s software allows the Rackspace team to streamline, automate and orchestrate third-party demand gen. The software blocks invalid, incomplete and duplicate prospect data before it ever gets passed to the Rackspace demand gen team. This eliminates more than 40 hours per month in manual data processing tasks so that resources once used on low-value activities can be spent on more meaningful efforts. Integrate also achieved a 103 percent improvement in lead quality by preventing bad data, ranging from invalid email addresses to duplicate data to missing fields to incorrect formatting, to be sent into nurture tracks.

“The number of channels used to drive demand is so vast, making it difficult to obtain and convert the right leads,” said Ben Staley, marketing programs manager at Rackspace. “With Integrate, we have been able to alleviate front-end, customer-facing issues. We also have additional plans to adopt the technology within our Marketing Operations department, where it will become part of the fabric of our technology infrastructure and leveraged for marketing and sales on a global scale.”

With Integrate technology, Rackspace has achieved the following:

• Increased lead quality from outbound content marketing by 103 percent

• Decreased effective cost per lead by more than 50 percent

• Improved lead velocity by five times

• Eliminated more than 40 hours of manual lead processing tasks each month 

“The breadth and complexity of today’s multi-touch marketing programs makes it very difficult for enterprise organizations such as Rackspace to scale marketing programs,” said Jeremy Bloom, CEO of Integrate. “Despite being a global, publicly-traded company, Rackspace continues to foster innovation and we are honored to partner with them on this journey to improved marketing performance.” 

For more information on Rackspace’s work with Integrate, please visit the case study here. ​

​About Integrate

Integrate is a marketing software provider on a mission to arm demand marketers with the tools, insights and integrations required to change the way they execute demand generation. Integrate’s software enables demand gen and marketing ops pros to manage the lifecycle of outbound demand generation programs and seamlessly connect resulting data with marketing automation systems – including Oracle Eloqua, Marketo and Pardot. The end results are more efficient marketing organizations; cleaner, faster prospect data; and increased marketing ROI. Visit www.integrate.com or follow @integrate to learn why innovative companies like TIBCO, DocuSign, Dell, Rackspace, Iron Mountain and CA.

Visit www.integrate.com or follow @integrate to learn why innovative companies like TIBCO, DocuSign, Dell, Five9, Iron Mountain and CA Technologies, Inc. trust Integrate.

Media Contact:​
Jenny Gardynski
PAN Communications
Phone: 617-502-4300
Email: [email protected] 

Triniti Burton
Integrate
Phone: 866-478-0326 x6553
[email protected]