B2B Marketing Automation Fuels $10M Pipeline

Our client hired us to create a marketing automation pilot program for one of their most profitable business segments. Through a recent acquisition, the company’s marketing leaders realized the potential of automation but lacked the in-house expertise to execute a pilot. We were brought on to create a new strategy and oversee the end-to-end integration and launch of their marketing technology with the goal of proving results and establishing governance before scaling globally.

Challenge

For decades, our client’s corporate marketing team created detailed industry reports, which successfully fueled PR and brand-building. However, we discovered that this broad editorial-based approach led to a critical gap in how the reports tied back to sales revenue long-term. Less than 1% of email subscribers fit the ideal customer profile of their top three revenue-generating segments. The company’s top 25 revenue-generating accounts had massive unsubscribe rates.

Solution

We created a new content plan and demand generation strategy while overseeing the onboarding and launch of Pardot. Our plan included developing and activating 30 pieces of content (videos, infographics, blogs, articles, guides) aligned to buyers’ journeys across four overarching business challenges.

We also created a valuable, limited-time offer to drive email opt-ins from high-value target accounts, and a new preference center to streamline communications aligned to subscribers’ interests. New and existing leads were added to one of three unique nurture paths, each with its own key metrics of success and sales-based outcomes.

Results

We established closed-loop reporting between Pardot and Salesforce to provide visibility into the true ROI of our activities. As a result, we generated $10M in pipeline and $1.5M in marketing-attributed revenue within the first six months. We also increased month-over-month website traffic by 25%, doubled opt-in rates, and increased sales pipeline velocity by 15%.