Precoro Lowers Cost Per Opportunity by 60% With Leads From Gartner Digital Markets

In 2016, Precoro claimed a profile on the Gartner Digital Markets platform to strengthen its presence and reputation in the procurement software space and expand its reach.

Maryna Marochko, growth marketing manager at Precoro, said, “Being listed on Capterra, GetApp, and Software Advice has been key to increasing our product visibility throughout the buyer journey. We not only benefit from improved SERP ranking to reach buyers at the beginning of their search process, but we are also able to engage buyers at the bottom of the funnel and influence their purchase decision with reviews.”

By being listed in multiple categories—including accounts payable, budgeting, expense reporting, order management, procurement, purchasing, sourcing, spend management, supply chain management, and vendor management—and optimizing its profile for each one, the company was able to target important keywords and engage different buyer personas.

To showcase how its product served multiple use cases, the company collected reviews from different job titles and roles. “The Gartner Digital Markets reviews program is critical to building our brand and validating our offerings. Software buyers trust the platform because of the robust verification process and they rely on peer feedback and ratings to compare solutions and understand the benefits of our product,” explained Marochko. 

Additionally, Precoro leveraged research report badges as another form of social proof to bolster its brand reputation. In 2024, the company received notable recognition across various categories, including the Capterra Shortlist badge, the GetApp Category Leaders badge, and the Software Advice Front Runners badge for procurement, purchasing, and budgeting software.

“Earned badges are incredibly valuable to prove Precoro is at the forefront. They represent a year of hard work and recognize the quality of our solution,” highlighted Marochko.

To maximize exposure and scale lead volume, Precoro upgraded to a sponsored profile and launched targeted Pay-Per-Click (PPC) campaigns in its priority markets.

“Since launching lead generation campaigns on the Gartner Digital Markets platform, our sales team saw a spike in the number of discovery calls with buyers genuinely interested in a demo—meaning we were able to increase the number of leads plus they were high-quality,” said Marochko.

The company attributed about 20% of its annual paid lead volume to Gartner Digital Markets campaigns, which played a critical role in Precoro's overarching strategy and growth forecast.

When compared with other paid media channels previously used by Precoro, the cost per lead was 43% lower when leads originated from Capterra, GetApp, or Software Advice. Additionally, a 22% lead-to-opportunity conversion rate indicated the quality of the leads was higher.

“After submitting the form on our website, our sales team provides the lead with a product demo and then qualifies it as an opportunity. Thanks to the increased conversion rate, the cost per opportunity with leads from Gartner Digital Markets is 60% lower than other paid channels,” explained Marochko.

Precoro has achieved an 80% ROI from Gartner Digital Markets PPC campaigns.

Since experiencing strong results with PPC, the company has launched Pay-Per-Lead (PPL) campaigns on the platform to generate sales-qualified leads.

Marochko said, “It’s early to draw conclusions, but I notice the leads we receive fit our ideal customer profile and are very high-intent, so I can anticipate time savings in lead qualification for our sales team. Moreover, the detailed lead notes about the buyer’s budget, pain points, features, and purchase timelines provide valuable insights to adjust our go-to-market strategy.”

Precoro is confident that integrating sales-qualified leads from the platform will streamline conversions and drive sales efficiency—further increasing its lead generation ROI.