SaaS

How Turnitin drove a 250% lead surge and 1,800 MQLs in four months

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Company overview

 Turnitin is a plagiarism detection platform used by over 30 million students across 15,000 institutions in 150 countries.

 

Industry

SaaS

Headquartered

 Oakland, California

Context

 Turnitin operates at a scale most SaaS companies can only aspire to — 30 million students, 15,000 institutions, 150 countries. But scale on the product side doesn't automatically translate to scale on the revenue side. Behind the scenes, Turnitin's marketing engine was misfiring. Campaigns were launching late and riddled with errors. Attribution was unreliable. And the Pardot-Salesforce integration that was supposed to connect marketing to sales was doing neither job particularly well. The pipeline existed, but the team couldn't clearly see it, trust it, or move fast enough through it. RevX came in to fix the foundation and then build on it — fast.



 

The challenge

Turnitin's go-to-market motion was being slowed by three compounding problems. None was catastrophic in isolation, but together they were creating a machine that ran behind schedule, reported inaccurately, and left sales working with incomplete information.
 
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Campaign launches that consistently went wrong
Error-prone launches had become routine. Every campaign going out the door carried the risk of something breaking — a misconfigured asset, a missed step, a delay that pushed the timeline back. For a company trying to move quickly across a global market, that kind of operational drag had a real cost. It wasn't just wasted time; it was bandwidth the team couldn't redirect toward strategy. 
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Attribution that couldn't be trusted

Turnitin's UTM tracking was inaccurate, which meant the pipeline dashboards built on top of that data were equally unreliable. The marketing team couldn't confidently answer which campaigns were driving results, which channels were performing, or where budget should be concentrated. Decisions were being made in the dark — not for lack of data, but because the data itself was broken.

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A Pardot-Salesforce integration that wasn't delivering
The connection between Pardot and Salesforce was technically in place, but it wasn't functioning as it should. Leads generated through marketing weren't flowing cleanly into sales. That disconnect meant opportunities were being missed, handoffs were inconsistent, and neither team had the full picture they needed to do their jobs well. 

Our solution

RevX treated this as two problems requiring two types of work: fix the operational infrastructure first, then build the demand generation engine on top of it. The playbook covered both.
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A campaign playbook built for error-free execution

RevX developed and implemented a structured playbook for Pardot and Salesforce campaign launches — a step-by-step operational framework that eliminated the guesswork and error points that had been slowing Turnitin down. With clear processes in place, the team could launch on time, consistently, without the quality checks that had previously eaten up hours before every send.

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A brand awareness and ABM strategy built for Turnitin's market
RevX designed a tailored brand awareness and account-based marketing strategy that reflected the specific dynamics of Turnitin's audience — institutions, administrators, and educators who don't respond to generic outreach. This strategic layer gave the demand generation activity that followed a sharper focus, ensuring campaigns reached the right accounts with the right message. 
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Drip campaigns across paid channels to generate pipeline
With the infrastructure stabilized and the strategy defined, RevX launched drip marketing campaigns across Google Display Ads, Facebook Ads, and remarketing — targeting prospects at multiple points of the consideration journey. The campaigns were designed to nurture interest over time, not just capture clicks, feeding a pipeline that was now clean enough to act on. 

The impact

The results came quickly and came in numbers. Within four months, Turnitin had moved from a marketing operation that was barely keeping pace to one that was generating pipeline at a rate the team hadn't seen before. 
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250% increase in leads, with a pipeline the team could finally read
Fixing UTM attribution didn't just clean up reporting — it unlocked the ability to make real decisions. Enhanced dashboards gave Turnitin's team clear visibility into what was working and where leads were coming from. And with that clarity came volume: a 250% jump in leads that the team could track, trust, and act on. 
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1,800+ MQLs in four months

With Pardot and Salesforce finally syncing properly, lead flow between marketing and sales became reliable. The result was 1,800 marketing-qualified leads generated in just four months — a number that reflects not just campaign performance, but the compounding effect of having an integration that actually works.

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600+ new opportunities opened in Salesforce
The operational improvements created something beyond just leads: breathing room. With error-free launches no longer consuming the team's energy, bandwidth opened up for strategic work — and that translated directly into more than 600 new opportunities logged in Salesforce. Less time firefighting, more time building pipeline. 

Stats

The new campaign strategy resulted in a measurable improvement in new leads and opportunities. 
250%
more leads
1800+
marketing-qualified leads
600+
new Salesforce opportunities 

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