Quantity vs. quality: While marketers have wrestled with this, QuickBase has found success in a balanced approach, sifting through a large amount of quantitative data to make informed decisions on a quality audience for its QuickBase rapid application development platform.
Working with Merkle|RKG and Quantcast, the Cambridge, Massachusetts-based team has proven itself as a Digital Trailblazer through its balanced approach to lead generation. This strategy has allowed it to deliver quality leads to its sales department, boosting sales and increasing the bottom line.
The company made the move when it realized that it needed to change its approach in order to grow. Says Tim Riedel, group marketing manager, demand marketing and lead development, at QuickBase, "The traditional channels that we had relied on weren't as reliable anymore and didn't have as much growth as we thought there would be. We had to go and find other ways than what we had done previously because they weren't working."
To do this, the team began working more closely with the sales department, looking at quantitative and qualitative approaches as data-driven and customer-backed-driven marketing. As a result, the sales team says it saw more than 50% growth in its engagement numbers over the past seven months.
Here, QuickBase's Eric Bristol, marketing manager, demand marketing, and Bob Solat, senior sales manager, join Mr. Riedel to talk about the quantitative-qualitative balance in digital marketing and why they need to keep the traditional end focus—people—in the forefront throughout the process.
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