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EDGAR Online Quadruples Incoming Leads and
Drives Sales with Vtrenz

Website URL: www.edgaronline.com

The Company
EDGAR Online, Inc. (Nasdaq: EDGR) is a leading provider of interactive business and financial data on global companies to financial, corporate and advisory professionals. As a leading developer of XBRL and XML tagged data, EDGAR Online delivers a broad spectrum of data including SEC filings, fundamental data, institutional holdings, insider trades, IPO/SPO registrations, and access to global annual reports and conference call transcripts.

The Challenge
The marketing team at EDGAR Online needed to increase the number of incoming leads and also wanted to take a more proactive approach to generating demand to improve the quality of leads. They had been generating a majority of their leads through the standard “contact us” page on their Web site, but were not getting the desired results. The marketing team hoped to find a single tool that would allow them to expand their online demand-generation tactics and deliver improved results without adding additional resources.

The Solution
After reviewing a number of marketing automation solutions, the EDGAR Online team selected Vtrenz. They were impressed with its ease of use, robust lead nurturing and lead generation functions and ability to scale for future growth.

The team began using Vtrenz right away to expand on their current initiatives by promoting white papers, offering newsletters and providing trial offers of EDGAR Online solutions. They also found Vtrenz to be a great resource in maintaining communication with their existing client base.

Because the number and quality of leads was likely to increase, the marketing team implemented Vtrenz lead scoring and lead routing process, defining criteria to better identify highly qualified leads. Those that meet the criteria are automatically routed to the appropriate sales division. For those leads that do not meet the criteria, the marketing team leverages Vtrenz lead nurturing capabilities. The team is now able to effectively nurture these leads until they are ready to buy. This is done with minimal effort, allowing marketing resources to focus their time effectively and efficiently.

The Results
Since beginning to work with Vtrenz, EDGAR Online has significantly expanded its lead generation efforts. As a result, the marketing team has seen more than a 400 percent increase in leads.

"Our sales department is extremely happy with Vtrenz since they now receive only highly qualified leads in a timely manner," said Bill Shaughnessy, director of online marketing for EDGAR Online.

In fact, after implementing lead scoring and routing, EDGAR Online is able to identify five times more qualified leads each month than it did before working with Vtrenz. The quality of those leads has resulted in a close rate more than double the industry average.