
Igniting Demand Generation
with an Integrated Marketing Campaign
Business Challenge:
ServiceSource faced an anemic lead funnel. New leads were largely created by the sales development representatives (SDRs) but there was not enough volume to meet revenue goals. Additionally, there was a lack of budget for new marketing campaigns or events.
Marketing Program:
A target company profile was created after analyzing current customers, former customers, and current opportunity funnel to focus budget. Matching this profile with firmographic data yielded a target list of 780 companies. Target companies were reached with a multi-channel, multi-touch marketing program of content syndication, display remarketing, LinkedIn Inmail, email nurturing, and SDR follow up. Total budget of $80,000 was allocated across channels.

Results
MQLS
SQLs
2 new logos won
$11.7M of pipeline influenced
21% website boost