CMiC Achieves 41x ROI on Leads Generated With Gartner Digital Markets

CMiC claimed its profile on Gartner Digital Markets to build its brand. “Gartner Digital Markets works as an extension of our brand awareness strategy because of its credibility and authority in SERPs like Google,” said Jason Rumanek, Head of Growth Marketing at CMiC. “Whether buyers are seeing organic or paid results when searching for software, they will visit Gartner Digital Markets sites to learn more and compare products.”

After experiencing success in its brand awareness initiatives, CMiC launched its Pay-Per-Lead (PPL) campaign on the Gartner Digital Markets platform to capture more demand with its target buyers: mid and enterprise construction companies. 

The company wanted to reach high-quality leads specifically in the construction management software space. It set its targeting criteria, including company size, number of users, and desired features. Then, Gartner Digital Markets software advisors began matching CMiC with buyers seeking recommendations in relevant construction management software categories.

To ensure maximum visibility with in-market buyers fitting its ideal customer profile (ICP), CMiC focused on optimizing its bidding strategy in partnership with its account manager. Rumanek explained, “Our strategy is to bid higher than competitors to always make sure that we are among the top four vendors that advisors recommend after they collect buyer requirements. This strategy is paying off because we’re actually receiving better quality leads and are seeing improved conversion rates.”

In addition to higher quality leads, CMiC found success integrating Salesforce with its lead generation campaign. “The lead gen process was very manual before, and we didn’t know what was working and what wasn’t. Now we have no manual leads; everything is fully integrated with our CRM. Routing leads through Salesforce and optimizing our bidding strategy has helped us generate a lead-to-MQL conversion rate of 37%,” Rumanek stated. 

Since launching PPL campaigns on the Gartner Digital Markets platform, CMiC has connected with more high-quality leads who are ready to buy. Rumanek said, “The software buyers conducting research on Gartner Digital Markets demonstrate high intent. That means having our product featured on the platform ensures that the right audience is seeing it and is ready to make a purchase.”

CMiC has seen remarkable success with its campaigns, reporting 41x ROI on leads generated from Gartner Digital Markets. The company attributes its success to a close partnership with its account manager. “We worked with our account manager to evaluate what we were doing wrong and fix it in stages. From establishing the right segmentation criteria, adjusting our bidding strategy, to integrating with our CRM—the support we received has been crucial.” Rumanek added, “I would say having the right partner goes a long way, which is why Gartner Digital Markets is our number one PPL lead gen channel. I have monthly meetings with my account manager to monitor and adjust CMiC’s strategies to ensure continued success.”