A Case Study
How Noetyx Increased Qualified Lead Flow by 67% in 6 Months with IQnection
Using targeted contact-search data, automated nurture flows and a monthly newsletter, we transformed Noetyx’s lead generation engine.
- Qualified lead volume: +67%
- Lead-to-SQL conversion rate: improved from ~2.4% → ~4.0%
- Email open-rates in nurture flows: 42%
- Newsletter subscriber growth: +45% in first quarter
Client Overview
Noetyx is a growth-oriented B2B software development company that provides extensive IT experience from startups to global businesses. As they expanded, Noetyx identified that top-of-funnel lead generation was inconsistent in both volume and qualification. Their sales team had many generic leads, but few that matched their ideal customer profile and were ready for sales engagement.
It was important to showcase their expertise and design mastery on a user-friendly interface and optimize the website to show for the right search queries. Brief overview of what this means:
The Challenge
Prior to engaging IQnection, Noetyx faced several issues:
- A broad, undifferentiated list of prospects resulted in a high lead volume but low sales-qualified leads (SQLs) and a low lead-to-customer conversion.
- The existing nurture process was minimal to non-existent: leads would come in, but there was no structured workflow to engage them, qualify them and guide them toward a meeting.
- Lead data lacked precision: without well-filtered contact lists, they spent time generating leads that never matched Noetyx’s ideal buyer persona or fit.
- The monthly newsletter was inconsistent.
These issues meant time and budget were being spent on unproductive leads, sales follow-up was inefficient, and pipeline growth was slower than desired.
Our Approach
IQnection developed and implemented a comprehensive lead generation and nurture-system for Noetyx consisting of three key pillars:
1. Targeted Contact List Building (Using ZoomInfo)
We leveraged the contact-search tool ZoomInfo to create specific lists aligned with Noetyx’s ideal customer profile (ICP). Our criteria included company size, industry vertical, job title(s), geography, technographic/firmographic variables, and previous engagement signals. By refining the list up-front, we improved lead relevance and reduced wasted outreach efforts.
2. Automation Workflows
- Welcome Series (5 touch points): As soon as a relevant contact opted-in or was added to the list, they entered a structured 5-touch-point welcome workflow. This included:
- Introductory email welcoming them and providing a high-value insight relevant to their role.
- Follow-up email sharing a case study of Noetyx’s solution in a peer company.
- A value-add digital asset (e.g., white-paper or guide) triggered by click-behavior.
- A short survey or poll asking about their main pain-point to help further segmentation.
- Final email inviting a no-obligation exploratory call or demo with Noetyx’s team.
- Qualified Lead Flow (7 touch points): Contacts who showed engagement (clicks, opens, downloads) were escalated into a 7-touch nurture workflow designed to deepen interest and encourage booking a sales meeting. Touch points included a mix of email, personalized LinkedIn outreach, and calendar invitations.
- Monthly Newsletter: A re-designed newsletter was launched and automated to go out monthly. It featured thought leadership content, industry trends, Noetyx client success stories, and a “next step” CTA that pulled contacts into the drip-nurture system.
3. Ongoing Optimization & Reporting
We set clear KPIs upfront (e.g., open-rate, click-through-rate, MQL-rate, SQL-rate, lead-to-sales conversion). We reviewed performance monthly with Noetyx’s team, iterated subject lines, email timing, segmentation triggers, and list refresh strategies. This continuous improvement helped us fine-tune the workflows and contact lists.
The Results
By the end of the six-month engagement period, Noetyx achieved the following:
Qualified Lead Volume
Increased by
Email Open-Rates
Averaged
Newsletter Engagement
Improved by
Lead Nurture Click-Through Rates
Increased by
Monthly Newsletter Subscriber Base
Increased by
Lead-to-SQL Conversion Rate
Increased by
Tips for B2B Lead Generation
While every business is unique, the Noetyx lead generation campaign underscored several best practices that can elevate almost any B2B lead generation effort.
- Start with a Precise Ideal Customer Profile (ICP)
Define who your best-fit clients are by developing fit characteristics like company size or industry and by contact specific filters like pain points, decision-making roles, and technology use. A clear ICP makes every marketing dollar go further. - Use Reliable Data Sources
Invest in accurate, up-to-date contact intelligence platforms (like ZoomInfo, Apollo, or LinkedIn Sales Navigator). Bad data leads to wasted effort while clean data leads to qualified conversations. - Build Multi-Touch Workflows
Don’t expect a single email to do the job. The average B2B prospect requires 6–8 touchpoints before engaging with sales. Layer your outreach across email, social, and retargeting for consistent visibility. - Align Sales and Marketing
Ensure your marketing automation, CRM, and sales outreach tools are integrated. When sales can see exactly how a lead has interacted with your content, follow-up becomes smarter and faster. - Personalize Beyond First Names
Segment by industry, behavior, or lifecycle stage to deliver content that resonates. A well-timed case study or whitepaper can outperform a generic “learn more” email significantly. - Track the Right Metrics
Along with volume measure success through conversion rates, lead quality, and sales velocity. A smaller number of high-intent leads almost always beats a large list of unqualified ones. - Keep Testing and Refining
Optimize subject lines, CTA copy, send times, and frequency. Small tweaks can lead to major improvements in engagement and conversion over time.
Executive Summary
Noetyx, a B2B software development firm serving clients from startups to global enterprises, partnered with IQnection in early 2024 to address challenges in lead quality and sales pipeline efficiency.
Their top-of-funnel efforts were generating volume, but few leads matched their ideal customer profile or progressed to sales-qualified stages. IQnection implemented a strategic lead generation system using ZoomInfo for targeted list building, automated nurture workflows, and a redesigned monthly newsletter.
These efforts focused on precision, consistency, and engagement to improve lead quality and conversion. Nurture sequences included tailored email and LinkedIn touchpoints, while the newsletter delivered thought leadership and success stories aligned with Noetyx’s audience. Continuous optimization ensured steady improvement across all channels.
Within six months, Noetyx achieved a 67% increase in qualified leads, improved their lead-to-SQL conversion rate from ~2.4% to ~4.0%, and grew their newsletter subscriber base by 45%. This data-driven approach now powers Noetyx’s more efficient and scalable sales pipeline.
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