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LeanData Betterworks Case Study

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® BETTERWORKS SUCCESS STORY Betterworks engineers a MarTech stack for optimal results, better customer experience with ON24 webinar marketing platform, LeanData lead management and attribution THE CHALLENGE Betterworks is disrupting the Human Resources industry with a technology solution that drives employee performance through feedback and transparency. Betterworks helps customers succeed by focusing on results and constant improvement. Masha Finkelstein, Director of Demand Generation, mirrors that philosophy as she meets the high expectations of a fast-growing, evolving business. She believes in designing an agile marketing technology stack that creates meaningful customer engagement. That's why ON24 and LeanData are integral parts of the Betterworks' tech stack. Finkelstein's primary objective is to reach a hard-to-find audience of high-level HR executives. Her strategy is twofold: target the right accounts and then identify the right people within them. This is the essence of an Account-Based Marketing program, and Finkelstein has established Betterworks as a leading practitioner of ABM. She has numerous marketing tools at her disposal, such as events, email campaigns, digital advertising, social media and direct mail. Finkelstein takes a multichannel approach because different prospects respond to different kinds of outreach. But she discovered that one channel was especially impactful for engaging Betterworks' best-fit audience: ON24 webinars. And that lightbulb moment occurred by using another solution in her technology stack: LeanData attribution. I'm always looking to maximize the ROI of our marketing stack, and that takes technologies that seamlessly integrate, are data driven and enable us to scale our operations without losing sight of an individual customer." – Masha Finkelstein, Director of Demand Generation

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