website
www.jentis.com
Industry
Server-side Tracking Platform
Founded
2020
Hq
Vienna
JENTIS: Driving Growth Through Smarter Lead Management
The challenge
JENTIS, a company offering a powerful server-side tracking platform, faced operational inefficiencies due to a manual and inconsistent lead qualification process. The manual lead grading system was not scalable, leading to unnecessary time spent by SDRs on low-potential leads and suboptimal engagement level with their most valuable prospects.
The solution
To address this, JENTIS partnered with B2B Practitioners to design and implement an automated lead qualification framework.
By identifying the right data points and integrating them directly into the CRM, JENTIS was able to automate the decision-making process. Leads were qualified or disqualified based on predefined, reliable criteria, and further graded based on how well they matched JENTIS’s ideal customer profile.
The result
JENTIS significantly reduced the manual workload for SDRs by automating lead qualification and ICP scoring. This led to higher conversion rates through targeted outreach, improved alignment between marketing and sales, and more strategic use of resources. The scalable framework also enhanced nurturing efforts and enabled timely engagement with high-intent leads.
JENTIS empowers marketers to boost performance with high-quality first-party data, delivered through their advanced server-side tracking technology. The team aimed to standardize and automate its lead management processes to boost efficiency across the go-to-market (GTM) function. To support this effort, they partnered with B2B Practitioners, bringing in expertise across various industries and business stages.
As a first step, B2B Practitioners supported a strategic product marketing initiative focused on refining the Ideal Customer Profile (ICP), sharpening positioning and messaging, and developing detailed personas and buyer journeys. This initiative brought alignment across the GTM organization and provided clear direction on who to target—and how.
“The fundamentals project helped us align on key definitions across teams. Having a shared understanding of our ICP, messaging, and personas made all the difference in how we approached the market.”
Moritz Gottsauner
Head of Marketing at JENTIS
Automated Lead Management: Lead qualification & lead scoring
B2B Practitioners collaborated with the JENTIS marketing team to design and implement an automated lead qualification framework built on two key pillars:
- Lead Qualification (Lead to MQL)
- ICP Grading (Ideal Customer Profile match)
Leads not meeting qualification criteria were disqualified and parked. Qualified leads were promoted to MQL status and then evaluated based on ICP fit. The closer a lead aligned with the defined ICP, the higher their grade.
Lead routing rules ensured that only the most relevant leads were passed to the sales team, allowing SDRs to focus on high-potential prospects. Meanwhile, marketing nurtured lower-fit leads using segmented email sequences tailored to each audience.
A lead engagement scoring system was also introduced to:
- Trigger alerts when prospects displayed high intent
- Equip the sales team with timely, contextual insights for more personalized outreach
The results
With the rollout of a best-in-class automated lead management process, JENTIS achieved measurable improvements across the funnel:
- Significant reduction in manual qualification workload for SDRs
- Improved lead scoring and personalization thanks to superior tracking via the JENTIS server-side tagging solution, which delivered richer first-party data and intent signals directly to the CRM
- Increased conversion rates driven by ICP-targeted outreach
- More strategic and efficient use of marketing and sales resources
- Stronger alignment between marketing and sales
- Greater scalability in lead qualification and nurturing processes
“Working with B2B Practitioners helped us move to a clear, automated lead management system. Our SDRs now focus only on the leads that truly match our ICP—and that’s made a huge difference to our efficiency and conversion rates.”
Moritz Gottsauner-Wolf
Head of Marketing at JENTIS
Ready for your transformation?
See how we can help your business achieve similar results.