OpenText partners with Anteriad for 6x ROI and improved lead quality

OpenText, a global leader in information management, revamped its customer acquisition strategy with Anteriad's expertise, leading to significant performance boosts and a deep, evolving partnership. 

Challenge

OpenText’s new customer acquisition efforts were spread across several vendors and were highly focused on a transactional lead-gen model. The marketing team at OpenText recognized the need for external B2B marketing expertise to improve their lead quality, scope, and scale. 

Solution

OpenText partnered with Anteriad to improve its digital lead generation performance. The strategy included: 

• An intent data strategy to identify and prioritize in-market buyers. 
• Quick adaptation to OpenText’s scoring model with two-touch lead programs, remarketing, and intent tracking to maintain lead flow.
• 27 targeted programs in Q1 2022, tailored to regional and business unit needs alongside a global campaign.
• Enhanced ABM campaigns by incorporating buying groups and targeting influencers across roles with personalized multi-channel content. 

Results

Working closely with the Anteriad team allowed OpenText to become much more nimble with their marketing operations and expand into new areas. By leveraging intent data and refining targeting strategies, Anteriad helped OpenText identify and prioritize in-market buyers, which resulted in: 

• 25% increase in Inquiry to Marketing Qualified Lead (MQL) conversion
• 30% increase in MQL to Sales Qualified Lead (SQL) conversion
• 6x ROI over previous in-market content and audience recommendations