SaaS

How Zignal Labs connected its fragmented stack to fix lead capture and data flow

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Company overview

Zignal Labs is a media intelligence SaaS company serving marketing and public relations teams. 

Industry

SaaS

Headquartered

 United States

Context

Zignal Labs helps its customers make sense of media signals at scale — tracking narratives, monitoring coverage, and turning information noise into actionable intelligence. It was somewhat contradictory, then, that internally, Zignal's own data was anything but clean. Its website, landing pages, forms, and CRM were all operating as separate islands. WordPress, Unbounce, Pardot, and Salesforce each held a piece of the picture, but nothing connected them. Leads were being captured incompletely. Data wasn't flowing reliably into Salesforce. And to compound matters, the forms collecting that data weren't GDPR compliant — a meaningful risk for a company with a global audience. RevX came in to connect the dots and bring order to a stack that had grown faster than its integration had. 

The challenge

Zignal's stack wasn't small or unsophisticated — it just hadn't been wired together. The consequence of that fragmentation was felt at every stage: leads arriving with missing information, data moving inconsistently between systems, and compliance gaps that exposed the business to regulatory risk.

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A stack of disconnected tools with no unified data flow.

Zignal's digital infrastructure spanned four separate platforms — WordPress for the website, Unbounce for landing pages, Pardot for forms, and Salesforce as the CRM. None of them were properly integrated. Data moved between these systems inconsistently, if at all, which meant the marketing team couldn't pull reliable reports from Salesforce, and sales was working from an incomplete picture of prospect activity. The tools existed; the plumbing connecting them didn't.

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Forms that weren't collecting enough — and weren't compliant.

The forms themselves had two distinct problems. First, they weren't capturing enough prospect information — the fields were too sparse to give the team meaningful insight into who was expressing interest or at what level. Second, and more critically, they lacked proper GDPR opt-in and opt-out mechanisms. For a company whose customers include marketing and PR teams operating across jurisdictions, that compliance gap wasn't a theoretical risk — it was an active liability.

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No unified view of website and landing page performance.
Because the website and landing pages lived on different platforms and weren't tracked under a common framework, audience data was fragmented. There was no consolidated view of how visitors were moving across Zignal's digital properties. The absence of unified domain and subdomain tracking meant campaign performance reporting was incomplete by design — and any optimization effort built on top of that data inherited the same blind spots. 

Our solution

RevX tackled this as an integration and data quality project — bringing the disparate parts of Zignal's stack into alignment, closing the compliance gap, and rebuilding the forms and landing pages that were the primary points of prospect capture. 
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Full integration across website, landing pages, forms, and CRM.
RevX connected Zignal's WordPress site, Unbounce landing pages, Pardot forms, and Salesforce CRM into a coherent, functional system. Data now moved predictably between each layer — form submissions flowing into Pardot, syncing to Salesforce, and surfacing in reports without the manual intervention or data loss that had characterized the previous setup. The integration also carried UX improvements to the website itself, giving the business a stronger digital foundation to build from. 
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GDPR-compliant email preference center, built across all forms.
RevX created a proper email preference center and retrofitted every form with compliant opt-in mechanisms. Prospects could now make explicit choices about the communications they received — and Zignal had the documentation to demonstrate compliance. What had been a regulatory gap became a structured, auditable process that protected both the business and the people engaging with it. 
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Unified domain tracking and redesigned forms with richer data capture.
Using a new Google Tag Manager container ID, RevX configured domain and subdomain audience tracking that consolidated website and landing page data into a single, centralized repository for the first time. Alongside this, the Pardot forms were redesigned with expanded data fields to capture a deeper level of prospect information — including signals of interest level that proved directly valuable for campaign targeting. A new on-demand webinar landing page was also created to drive lead capture through Zignal's content. 

The impact

With the stack connected and the data flowing properly, Zignal's team could do something it hadn't been able to do before: trust what Salesforce was showing them and use it to make better decisions.

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A fully integrated digital infrastructure, ready to scale.
The website, landing pages, forms, and CRM now operated as a unified system rather than a collection of standalone tools. Data moved reliably from point of capture through to Salesforce, giving the marketing and sales teams a consistent, accurate view of prospect activity. The integration also set a foundation the business could grow on — a stack that scales cleanly rather than one that accumulates new complexity with every addition. 
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GDPR compliance in place across every touchpoint.
All forms were brought into compliance with proper opt-in and opt-out functionality. The email preference center gave prospects transparent control over their communications and gave Zignal the infrastructure to demonstrate compliance confidently. Removing that liability wasn't just good practice — it was a prerequisite for operating credibly in the markets Zignal serves. 
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Richer prospect data flowing into campaigns.
With redesigned forms capturing more detailed information — including signals of customer interest level — Zignal's team gained a new layer of insight that directly improved campaign targeting and personalization. The ability to pull clean, complete reports from Salesforce meant decisions about where to focus marketing effort were now grounded in reliable data rather than best guesses built on incomplete records. 

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