Optimizing Marketing Technology & Processes for D+H

The Challenge

D+H had invested in Marketo and a CRM platform to support its demand generation and lead management efforts, but the company struggled to leverage these technologies fully.

Key challenges included:

• System integration issues – Marketo and CRM were not correctly synced, leading to duplicate data, segmentation errors, and reporting inaccuracies.
• Manual inefficiencies – Marketing teams relied on manual list pulls and imports, preventing automation from improving speed and accuracy.
• Lack of data governance – Inconsistent lead scoring, segmentation, and tracking made measuring marketing impact on revenue difficult.

D+H needed a structured approach to system integration, data governance, and automation best practices to scale its marketing efforts and improve campaign effectiveness.

The Solution

As D+H expanded its marketing operations, it became clear that data management, lead scoring, and system integration inefficiencies were holding them back. The company explored various solutions, including internal process improvements and third-party consultants. However, they needed a partner with deep expertise in marketing automation, CRM optimization, and data governance to ensure their systems were fully leveraged for efficiency and scalability.

D+H selected The Pedowitz Group (TPG) for its proven track record in marketing operations, system integration, and revenue marketing strategy. TPG’s expertise in Marketo implementation and CRM optimization allowed them to quickly identify bottlenecks and implement solutions to improve lead management and reporting accuracy.

How We Made an Impact

• Seamless Marketo & CRM Integration – Resolved syncing errors, duplicate data issues, and segmentation inefficiencies to create a clean, structured data framework.
• Automated Lead Scoring & Segmentation – Implemented dynamic segmentation to ensure real-time list updates and lead prioritization for sales.
• Data Governance & Standardization – Developed a data dictionary and governance framework, ensuring consistency in field mapping, scoring models, and reporting metrics.
• Marketing & Sales Alignment – Trained teams on lead management best practices, improving MQL-to-SQL conversion rates and streamlining handoffs between marketing and sales.

With these enhancements, D+H transformed its marketing automation infrastructure, enabling real-time audience segmentation, better attribution tracking, and more effective lead nurturing.

The Results

By partnering with The Pedowitz Group (TPG), D+H successfully optimized its marketing automation and CRM integration, creating a scalable, data-driven marketing framework that improved efficiency and performance. With automated lead scoring, real-time segmentation, and standardized data governance, D+H’s marketing team could execute campaigns faster, deliver higher-quality leads to sales, and accurately track marketing’s contribution to revenue.

Key Outcomes:

• Real-time audience segmentation, ensuring leads were dynamically updated and nurtured at the right time.
• Improved lead scoring accuracy, allowing sales teams to prioritize high-quality prospects more effectively.
• Enhanced marketing attribution, enabling clear visibility into lead lifecycle, campaign performance, and revenue impact.
• 100% compliance with SPAM and opt-in/out regulations, ensuring data privacy and risk mitigation.

With a fully optimized marketing operations framework, D+H can scale demand generation programs, increase lead conversion rates, and drive more substantial alignment between marketing and sales.