PTC: Generating And Capitalizing On The Full Array Of B2B Buying Signals

PTC had effective lead-based demand generation capabilities, but the marketing team knew they were unable to take full advantage of all available buying signals. The organization chose technology partners to provide critical capabilities for identifying early-stage opportunities, improving web visitor conversion, and capturing sales interactions. By capturing and acting on a variety of buying signals, PTC drove substantial pipeline growth and broadened the scope of marketing’s contribution. In this case study, we examine how PTC adopted technologies and processes to exploit all available buying group signals and drive substantial gains in pipeline creation.