Ticketing Software Company Improves Sales With Pardot
accesso (a ticketing software company for attractions and venues) had a sales team spending too much time on work that software should have been doing. Inbound leads arrived without a clear priority, follow-up depended on someone remembering to do it, and the team was juggling BriteVerify and MailChimp just to keep lists clean and campaigns moving. VALiNTRY360 partnered with accesso on a Salesforce Pardot implementation that tied marketing automation directly into the sales team’s Salesforce workflow. The outcome: a sales cycle that shortened by 7 days, and a lead response process that runs in real time without a person needing to touch it.
A Ticketing Software Company Ready to Scale Its Pipeline
Accesso sells enterprise ticketing and guest experience software to theme parks, ski resorts, cultural attractions, and live entertainment venues. That’s a long, considered B2B sale, usually involving several stakeholders and a buying process that stretches across months.
For a company at that scale, every inbound lead is valuable, and the cost of mishandling one is high. A lead that sits unqualified for a day can turn into a lost deal. A sales rep who spends an hour verifying email addresses is an hour not spent talking to a buyer. accesso’s leadership knew this, and they came to us with a clear brief: fix how leads move from first contact to a qualified sales conversation, and cut the manual labor out of the process.
The Challenge: Too Many Manual Steps Between a Lead and a Sales Conversation
When we started digging into accesso’s sales and marketing operation, four problems came up again and again:
• Inbound leads weren’t being prioritized or qualified consistently, so reps were choosing who to call next based on instinct rather than data
• New leads got a single touchpoint and then went quiet, because adding follow-up meant more manual effort from an already stretched team
• Sales and marketing were running parallel efforts with no shared view of which campaigns actually produced pipeline
• The sales process leaned on BriteVerify for email verification and MailChimp for campaigns, two disconnected tools that ate up labor hours and never talked to Salesforce
None of these were technology failures on their own. They were the natural result of running a serious B2B sales motion on tools built for simpler jobs.
Our Approach: A Salesforce Pardot Implementation Built Around Lead Flow
We built the project around one question: what should happen automatically the moment a lead comes in? Every configuration decision flowed from that.
The core of the work was the Pardot implementation, configuration, and setup, connected to accesso’s Salesforce org through the Salesforce connector. That connector is what turns Pardot from a standalone email tool into part of the sales process, because every lead action, score, and grade syncs straight into the records reps already work from. We layered Einstein Analytics on top so accesso’s leadership could see campaign and pipeline performance in one place rather than pulling reports from two systems.
Next came Salesforce Engage. We set it up, configured it, and distributed licenses to the initial group of accesso sales users, giving reps the ability to send tracked, templated Pardot emails directly from Salesforce and see engagement as it happens. That’s the piece that closed the gap between marketing’s automation and the rep’s inbox.
To replace the BriteVerify and MailChimp workflow, we integrated NeverBounce with Pardot for email verification and connected Instapage forms so landing page submissions flowed into Pardot without a manual export. Bad email addresses got caught before they reached a campaign, and every form fill became a lead record automatically.
Then we built the lead assignment logic. Using industry and territory rules, Pardot now routes each new lead to the right rep the moment it arrives. No queue, no waiting for someone to check a spreadsheet.
Finally, we ran 5 one-hour training sessions over web conference so accesso’s team could own the system after handover. Our Pardot implementation services always include this step, because a Salesforce Pardot implementation only holds its value if the people using it every day understand why each automation exists.
Tools and Products Used
This project centered on Salesforce Pardot, which Salesforce now calls Marketing Cloud Account Engagement, supported by a set of connected tools:
• Salesforce Pardot: the marketing automation platform at the center of the implementation, handling lead scoring, grading, nurture, and assignment
• Salesforce connector: synced Pardot activity and lead data with accesso’s Salesforce org so sales and marketing worked from the same records
• Einstein Analytics: gave leadership a single view of campaign performance and pipeline attribution
• Salesforce Engage: let sales reps send and track Pardot emails from inside Salesforce, with licenses distributed to the initial user group
• NeverBounce: verified email addresses before they entered a campaign, replacing BriteVerify
• Instapage: landing page forms integrated with Pardot so every submission created a lead automatically
As a Pardot implementation partner, we chose each of these for a specific job in the lead flow rather than adding tools for their own sake.
The Results: A Shorter Sales Cycle and Zero-Touch Lead Routing
The clearest outcome was speed. accesso’s sales cycle shortened by 7 days, which for a considered enterprise sale means deals closing a full week sooner than they did before the Salesforce Pardot implementation went live.
The second outcome changed how the team works day to day. The automated response process we built eliminated human intervention from lead routing entirely. Real-time lead assignment by industry and territory means a prospect who fills out a form reaches the right rep immediately, with the lead’s score, grade, and activity history already attached in Salesforce.
| Area | Outcome |
| Sales cycle length | Shortened by 7 days |
| Lead routing | Fully automated, real-time assignment by industry and territory with no human intervention |
| Email verification and campaigns | Consolidated from BriteVerify and MailChimp into Pardot with NeverBounce |
| Sales team enablement | Salesforce Engage live for the initial user group, 5 training sessions delivered |
Together, these results gave accesso what it asked for at the start: a lead process that runs on rules instead of memory, and a sales team spending its hours on buyers rather than spreadsheets.
In the Client’s Words
“VALiNTRY360’s work has set the sales ops agenda for us this year and we are looking forward to a more efficient and effective sales and marketing organization.”
TJ Christensen, EVP, Sales and Marketing, accesso
If your inbound leads are still waiting on a person to route them, our Pardot implementation services team can help you build the same kind of automated lead flow. Get in touch to talk through where your sales process is losing time.
