Paranet: Attracting More Qualified Leads

For over 25 years, Paranet Solutions has helped companies of all sizes with their information technology needs. That includes providing expert IT Due Diligence (ITDD) to companies planning mergers, acquisitions (M&A) and private equity carve-outs. Paranet specializes in exposing and mitigating the technology risks lurking inside even the smallest acquisition. Unfortunately, most buyers focus only on the target company’s financials, without realizing their “hi-tech” exposure.

To increase ITDD project revenues, Paranet needed to increase its volume of inbound leads for these services. Not only that, it needed to engage those leads throughout a six-month sales cycle, to turn them into customers. To do that, Paranet hired us to heighten its solution and brand awareness among its target audience: M&A and private equity buyers.

Our expertise in HubSpot and PPC tools made assessing the campaign’s effectiveness simple and direct. Leveraging these tools, we were able to track clicks and conversions resulting from each asset, ad and post. The results were exactly what Paranet was hoping for.

During the campaign’s initial two-month launch, Paranet saw a 200 percent increase in lead conversions over the prior period. Even more important, over 36 percent became sales qualified leads (SQLs) during the same period—an amazing SQL rate for such a short period. Each of the qualified leads said they had one or more upcoming M&A transactions in the works. The result? They’ll think of the ITDD experts at Paranet when it’s time to begin due diligence.

Meanwhile, Paranet is confident its ITDD business will continue growing. Because it knows our efforts will continue to attract and nurture more and better-qualified leads.