IRD is Australia’s most reliable source of business information. They provide innovative business intelligence across a range of industries to help their clients make smart decisions and strategic partnerships.
IRD started their content marketing journey with Marketo. With promises of powerful lead-scoring and tracking capability, Marketo seemed a great marketing automation platform choice for IRD, however it ultimately turned out to be the wrong fit for the SME.
While powerful, the complexity and level of technical understanding required to manage and maintain the platform were making it a labour-intensive tool for an SME with limited resource. It chewed up valuable agency hours better spent on strategy and lead-generating content. What’s more, in the existing platform, sales could not immediately and easily visualise the factors contributing to a lead’s score on a dashboard, which was diminishing their ability to personalise an approach and close sales.