Optimizing Inbound Marketing: How Windstream Increased MQLs by 209% with a Multi-Channel Strategy

The Challenge

Windstream invested heavily in inbound marketing to generate leads for its Voice over IP (VoIP) service. However, after seven months and $100K in ad spend, the results were underwhelming—only a handful of marketing-qualified leads (MQLs) had been generated. The company faced significant roadblocks in campaign effectiveness, attribution accuracy, and audience engagement.

To address these issues, Windstream engaged The Pedowitz Group (TPG) to assess their current results, identify key roadblocks, and optimize their inbound marketing strategy to drive higher-quality leads and maximize return on investment (ROI).

The Solution

Windstream recognized the need for expert guidance to maximize their inbound marketing investment. After struggling with low conversion rates despite significant ad spend, they explored solutions to enhance their marketing effectiveness. They evaluated multiple agencies but ultimately chose The Pedowitz Group (TPG) due to its deep expertise in revenue marketing, advanced MarTech optimization, and proven track record in improving lead generation and attribution accuracy.

Once engaged, TPG conducted an in-depth assessment to uncover core challenges. The team identified two major issues: a single-channel strategy that lacked audience retargeting and inaccurate attribution due to misconfigured MarTech. TPG implemented its four-stage inbound marketing framework—Attract, Capture, Engage, and Nurture—ensuring that Windstream’s marketing efforts were aligned with best practices.

Key improvements included refining audience segmentation, implementing a multi-channel content strategy, and setting up conversion tracking to measure success accurately. These changes not only optimized lead generation but also significantly increased ROI.

“It’s worth it to get TPG's expertise to help with rollouts and enhancements. We have learned much from our partnership and consider it an evergreen ongoing relationship.”

—Brittany Dickens, Sr. Marketing Consultant, Windstream

The Results

After implementing The Pedowitz Group’s (TPG) recommended strategies, Windstream saw a dramatic improvement in its inbound marketing performance. The newly optimized campaign generated a 209% increase in Marketing Qualified Leads (MQLs) over the previous seven months, all while reducing ad spend by 23%.

By expanding from a single-channel strategy to a multi-channel approach, Windstream could engage and retarget audiences more effectively, ensuring better conversion rates. Additionally, proper attribution was established in Google Analytics and MarTech systems, allowing the company to measure campaign success and optimize future initiatives accurately.

The most compelling result was a 600% increase in ROI, demonstrating the power of strategic marketing optimization. With improved insights, better tracking, and a scalable inbound framework, Windstream transformed its lead generation process, turning a previously underperforming initiative into a high-yield marketing engine.