How EBQ Drove 4x ROI for First Databank by Prioritizing Known Prospects
First Databank needed to improve their B2B lead quality and stop wasting budget on low-converting cold campaigns. By partnering with EBQ to optimize outreach efforts, they achieved a 4x return on investment and dramatically increased sales conversions.
Return on Lead Generation Investment
Appointment-to-Sale Conversion Rate
The Challenge
First Databank (FDB) is a leading provider of drug knowledge embedded directly into healthcare information systems, powering clinical decision-making across the healthcare ecosystem. Despite a sizable database of customers, warm prospects, and trade show leads, their direct marketing programs were producing inconsistent results.
FDB needed a strategic partner that could take telemarketing and outbound demand generation far beyond cold calling. With campaign performance varying widely and ROI difficult to prove, pressure was mounting to deliver fast, measurable outcomes.
“There was a lot of pressure to deliver results quickly with lead generation efforts,” said David Manin, Director of Marketing at FDB.
The Solution
FDB partnered with EBQ to bring structure, intelligence, and strategy to their outbound programs.
Integrating EBQ’s lead generation system with FDB’s CRM, the teams analyzed campaign performance and uncovered a critical insight: known prospects — existing customers and previously engaged leads — outperformed unknown cold campaigns by a massive margin.
EBQ redesigned FDB’s direct marketing strategy to focus on qualifying and nurturing known accounts through a professionally persistent sales cadence. This approach ensured high-value prospects received consistent, meaningful touchpoints while filtering out low-intent leads early in the funnel.
The largest share of qualified leads ultimately came from phone call follow-ups tied to targeted email campaigns sent to known contacts.
The Results
The impact was immediate and measurable:
- EBQ generated new sales with a first-year account value worth 4x FDB’s total investment.
- The active sales pipeline now includes open opportunities that will more than double those results.
- Over three years, known-prospect campaigns achieved a 42.35% conversion rate from appointments to closed-won sales.
Here is FBD’s campaign performance at scale:
- 559 unique accounts produced 4,432 appointments (12.6% conversion)
- 170 opportunities created from those appointments (30.4% conversion)
- 72 closed-won deals from opportunities (42.4% conversion)
By shifting from cold outreach to a data-driven focus on known prospects, First Databank transformed direct marketing into a predictable revenue engine and gave executives clear proof that long-term performance was worth the upfront investment.
I was able to show executives that the long-term results justified a front-end investment.
First DataBank x EBQ
Discover how EBQ drove a 42% conversion rate on targeted known campaigns and delivered 4x ROI on B2B lead generation.