How Netigate went from cold-calling to scalable demand generation in 8 countries

Stop guessing, start knowing.

Established in 2005, Netigate is a premier European provider of cloud-based feedback management platforms that have garnered numerous awards. Our innovative solutions for customer and employee experience are crafted to drive meaningful change based on valuable insights. With over 150 million surveys conducted across 40 countries, our client portfolio includes a wide array of organizations, from small businesses to global enterprises like Spotify, Uber, and Adidas.

I was tasked with developing and implementing online marketing strategies to drive enterprise marketing and lead generation efforts across Europe.

The challenge:

At the time of my joining, Netigate was just beginning to explore value-driven inbound marketing as a means to boost lead generation. Like many companies, their marketing and sales strategies relied heavily on cold-calling to bring in new leads and customers. One of the core challenges included the limited growth possibilities tied to a low conversion rate.

The solution:

Collaborating closely with the CEO and VP of Marketing and Sales, I experimented with innovative methods and set the groundwork for overhauling their lead acquisition process and introducing fresh approaches to demand and lead generation within the organisation.

Introducing effective inbound marketing strategies to the team allowed Netigate to surpass previous conversion and lead conversion rates, resulting in a growing lead pipeline. Leveraging insights from Netigate’s annual employee survey report, we produced compelling content to raise awareness, foster trust, and position the company as a thought leader in the industry. Additionally, I spearheaded international traffic acquisition efforts and inbound marketing campaigns across all countries, while also implementing Salesforce as a CRM tool to streamline lead management and scalability.

The results:

Netigate’s transition to data-driven decision-making has led to significant improvements in our lead generation strategy. By analysing and acting upon real-time data insights, I have been able to develop more targeted and effective marketing campaigns. This shift has helped us attract high-quality leads, increase our conversion rates, and ultimately drive business growth. The specialised sales and marketing teams work closely together to continuously refine our lead generation engine and ensure that to be always one step ahead in the market.