PROBLEM
Instanda is a London‑based, cloud‑native platform provider for insurance organisations, offering underwriting and digital solutions that help insurers reduce operating costs, manage risk, and accelerate time‑to‑market for new products. As a business that attracts low‑volume but high‑value leads, effective lead qualification and nurturing were critical to commercial success.
However, Instanda’s marketing and sales operations lacked structure, automation, and visibility—limiting the team’s ability to scale and convert opportunities efficiently.
Key challenges included:
- No scalable marketing practice
Marketing activity relied on manual processes, limiting the team’s capacity to generate and nurture leads effectively. - Unqualified leads passed to sales
Leads sourced via the website or referrals were passed directly to sales without qualification, negatively impacting conversion rates. - Lack of marketing insight and reporting
The marketing team had no visibility into lead sources or engagement, forcing a “spray and pray” approach with limited effectiveness. - Disconnected sales and marketing processes
Sales teams lacked insight into lead origin, behaviour, or interests, resulting in generic outreach and missed opportunities. - Undefined marketing journeys
Communications were handled via basic email tools without segmentation or automation, constraining personalisation and scalability.
Instanda required a modern marketing automation solution that could connect tightly with Salesforce, qualify and prioritise leads, and provide actionable insight across the entire funnel.
SOLUTION
Cooper Parry Digital implemented Marketing Cloud Account Engagement (Pardot) and integrated it with Salesforce to deliver a scalable, automated, and insight‑driven marketing ecosystem.
The solution included:
- Pardot implementation and optimisation
Pardot was deployed to automate lead capture, qualification, segmentation, and nurturing—enabling a small marketing team to operate at scale. - Designed engagement journeys
Custom prospect journeys were created based on defined criteria, ensuring leads were nurtured with relevant, timely communications. - Sales and marketing alignment
Pardot was connected to Salesforce using Sales Engagement capabilities, enabling both teams to access shared lead data and coordinate outreach seamlessly. - Automated lead sign‑on and segmentation
New leads are automatically captured, segmented, and entered into tailored nurture programmes, reducing manual effort and response time. - Advanced marketing analytics
AI‑driven B2B marketing analytics were introduced, providing real‑time insight into campaign performance, lead behaviour, and pipeline influence. - Initial sales engagement automation
Autoresponders and engagement tools enabled faster, more proactive sales follow‑up for high‑value prospects.
VALUE ADDED
The Salesforce and Pardot solution delivered by Cooper Parry Digital transformed Instanda’s marketing capability into a scalable, measurable growth engine.
Key outcomes included:
- A defined and scalable marketing process
Best‑practice lead management and nurturing workflows now support consistent execution and future growth. - Improved lead quality and conversion
Sales teams receive better‑qualified leads with full visibility into engagement history and interests. - Unified sales and marketing operations
Shared data and connected workflows eliminated gaps between teams, improving collaboration and results. - Actionable, real‑time marketing insight
Advanced analytics provide clear visibility into lead sources, engagement, and campaign performance. - More effective use of a small marketing team
Automation enabled a lean team to deliver enterprise‑grade marketing activity. - Future‑ready revenue engine
Even as Instanda scales rapidly, no leads are lost—every opportunity is tracked, nurtured, and prioritised.
Instanda now operates with a fully integrated, data‑driven marketing and sales platform that supports predictable pipeline growth and smarter decision‑making.
