Acquire · Convert · Operate
Assent
+45% leads, −30% CPL, +25% lead quality
Assent Compliance provides supply chain sustainability and compliance management software for complex manufacturers, but their Salesforce and Pardot instances operated in silos, creating critical blind spots in their lead generation efforts. The Matchbox architected a unified martech ecosystem that dramatically improved both lead volume and quality while reducing costs.
lead volume
cost per lead
lead quality
Key achievements
Increased lead volume by 45% while improving lead quality by 25%.
Reduced Cost Per Lead by 30% through precision targeting and optimization.
Elevated paid search performance by 35% focusing on high-intent queries.
Increased paid social engagement rates by 40% through advanced segmentation.
MarTech Integration Chaos
Salesforce and Pardot Operating in Silos
Critical data gaps preventing campaign optimization.
The Challenge:
Assent's Salesforce and Pardot instances weren't properly integrated, causing a 3-day lag in lead data sync. Marketing couldn't see which campaigns drove SQLs, and sales couldn't access engagement history, resulting in wasted spend on low-quality sources.
The Matchbox Solution:
We architected a real-time bidirectional sync between Salesforce and Pardot, enabling instant lead scoring and automated campaign adjustments based on pipeline data.
- Implemented API-based integration for real-time lead engagement tracking
- Built custom lead scoring model incorporating 20+ behavioral and firmographic signals
- Created automated suppression lists to exclude existing opportunities from campaigns
- Established closed-loop reporting showing campaign-to-revenue attribution
- Reduced data sync time from 72 hours to under 5 minutes
High-Intent Targeting Gaps
Generic Keywords Driving Unqualified Traffic
Broad match campaigns bleeding budget on irrelevant clicks.
The Challenge:
Assent was bidding on generic terms like "compliance software" with CPCs over $35, attracting SMB traffic despite targeting enterprise manufacturers. Their paid search CTR was below 1% with conversion rates under 0.5%.
The Matchbox Solution:
We rebuilt the search strategy around product-specific and industry-specific long-tail keywords while implementing sophisticated negative keyword lists.
- Conducted competitive gap analysis identifying 500+ untapped high-intent keywords
- Built separate campaigns for ESG, product compliance, and supply chain risk verticals
- Implemented dayparting to focus budget during enterprise buying hours (9 AM - 6 PM EST)
- Created dynamic keyword insertion ads matching exact search intent
- Achieved 35% performance improvement with average CPCs dropping to $28
Audience Segmentation Blindness
One-Size-Fits-All Messaging Across Diverse Verticals
Same ads for automotive, electronics, and pharmaceutical manufacturers.
The Challenge:
Assent served multiple complex manufacturing verticals but used identical messaging across all campaigns. Automotive manufacturers saw pharmaceutical compliance messaging, resulting in sub-1% engagement rates on social.
The Matchbox Solution:
We developed vertical-specific campaign architecture with tailored messaging, creative, and landing pages for each manufacturing segment.
- Created 8 distinct audience segments based on industry, company size, and compliance needs
- Developed industry-specific creative highlighting relevant regulations (RoHS, REACH, Conflict Minerals)
- Built custom landing pages for each vertical with relevant case studies and terminology
- Implemented LinkedIn matched audiences using Assent's customer lists for lookalike modeling
- Increased social engagement rates by 40% through improved message-market fit
Lead Quality vs. Volume Imbalance
Quantity-First Approach Overwhelming Sales Team
High lead volume but only 15% meeting qualification criteria.
The Challenge:
Previous campaigns optimized for volume delivered 1,000+ leads monthly, but sales complained that 85% were unqualified, creating follow-up fatigue and missed opportunities with genuine prospects.
The Matchbox Solution:
We shifted focus to lead quality through progressive profiling, behavioral scoring, and multi-touch nurture sequences.
- Implemented progressive form strategy capturing firmographic data over multiple touches
- Built behavioral scoring model weighting content downloads, webinar attendance, and demo requests
- Created automated nurture tracks based on industry and engagement level
- Established SQL feedback loop with sales team for continuous threshold refinement
- Achieved 25% improvement in lead quality while increasing volume by 45%
The outcome
The Matchbox transformed Assent Compliance's lead generation by solving fundamental MarTech integration issues and implementing precision targeting across paid channels. This systematic approach delivered 45% more leads at 30% lower cost while significantly improving quality — proving that volume and quality aren't mutually exclusive when campaigns are properly orchestrated.
Focus
Performance Advertising & Growth
Year
2023
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