Eliminating noise, defining MQLs, and connecting marketing data end-to-end for a multi-product, internationally scaled revenue intelligence company.
Multi-country SaaS presence across travel & hospitality verticals
Multiple product lines each requiring distinct lead qualification criteria
Significant spam and unqualified lead influx degrading sales pipeline quality
Our customer is a globally recognised SaaS company specialising in revenue intelligence solutions for the travel and hospitality industry. Operating across multiple international markets and serving enterprise hotel groups, airlines, and travel technology companies, the organisation manages sophisticated multi-product marketing across several product lines. With a global sales team and a high volume of inbound leads, the business needed its Pardot instance to work harder — qualifying the right prospects, surfacing genuine buying signals, and connecting marketing activity directly to pipeline outcomes.
Despite having Salesforce Sales Cloud and Pardot in place, the team was struggling with spam lead contamination, inconsistent lead quality across product lines, and disconnected campaign attribution. KVP was engaged to overhaul the Pardot setup and build a marketing operations framework fit for scale.
High volumes of spam and bot-submitted leads flowing into Pardot and Sales Cloud, creating noise in the pipeline and wasting sales time.
Without structured lead grading (profile fit) and scoring (engagement activity), all leads were treated with equal priority regardless of quality.
Marketing efforts across email, webinars, and digital were siloed — no unified Connected Campaigns framework to track attribution across the funnel.
Leads generated from webinars were not being captured and attributed correctly within Pardot, creating blind spots in campaign ROI.
Website traffic and campaign interactions via Google Analytics 4 were not connected to Pardot prospects, limiting full-funnel visibility.
No consistent definition of what constituted a Marketing Qualified Lead across the different product lines, leading to premature or inconsistent handoffs to sales.
Significant reduction
in spam & unqualified leads entering the pipeline
Consistent MQL standards
defined and adopted across all product lines
Full-funnel attribution
from first click to Sales Cloud opportunity via GA4 + Connected Campaigns