Upgrading the Process:

The lead flow was re-engineered to easily identify leads that were engaging with our content and get them into the hands of the sales team. A notification system was set up to guarantee the every lead had follow up. The same automated inspection continued from engagement through pipeline creation.

Intent data was incorporated into the martech stack to identify in-market accounts and prioritize marketing and sales efforts where they would most likely convert.

Redundant tools were removed to save 63% of software spend but maintain functionality. This also eliminated confusion for the sales team to identify the engaged accounts.

Artificial intelligence (AI) tools improved the efficiency in creating and delivery marketing campaigns. This extended to an AI Sales Development Representative that provided outreach when lead flow extended past the capacity of the team. The AI program delivered the equivalent of a full time employee.

Delivering Pipeline:

Implementing a structured lead process resulted in immediate impact to the revenue pipeline. Introductory meetings increased 4x while maintaining a 54% conversion rate to open pipeline. Closed revenue from new logos exploded. From zero at the beginning of the changes to over 50% of closed revenue and climbing.

Marketing program spend remained stable by eliminating wasted spend on accounts that were not in-market and optimizing spend in each channel and across channels. The net result was the acquisition costs plummeting for new logo accounts.