In today’s SaaS climate, it’s more important than ever to innovate quickly and stay ahead of the competition. Our client was experiencing intense pressure to undergo a digital transformation. Part of their transformation included investing in Salesforce Sales Cloud and Pardot. We were brought on to develop a new strategy and plan, integrate Pardot and Salesforce, create a new content and demand generation strategy, and manage ongoing metrics through dashboards and reports.
Our new SaaS marketing plan has allowed us to upsell and cross-sell to existing customers, reach new target audiences and measure key performance indicators (KPIs). Our content strategy and calendar are tied to our SaaS products and strategic goals for each buyer persona.
Challenge
Traditionally, our client’s sales and marketing teams worked in silos with conflicting goals. They were so busy launching new products that their teams rarely collaborated or tested and optimized their efforts towards revenue outcomes.
KPIs were tied to vanity metrics that lived in multiple spreadsheets. Sales and marketing spent countless hours maintaining and updating spreadsheets before sending mass emails.
Given the rate of innovation, sales and marketing had to pivot constantly to launch new products. Marketing had a perpetual focus on “prettying up” sales presentations instead of executing against the top strategic priorities.
Solution
To be successful, businesses must have a deep understanding of their buyers. We conducted a thorough market analysis and developed a comprehensive understanding of our client’s buyers, their needs, challenges, opportunities, sales cycle, and ideal lifecycle. We used this to create an ROI model with KPIs and conversion metric goals. We interviewed decision-makers to inform our efforts and created a free trial to close more deals.
We also devised a new content strategy to speed up the sales cycle. Their content calendar was tied to the key narratives, allowing prospects to conduct their own research. Lastly, we created a feedback loop between sales and marketing to keep teams aligned towards continuous improvement and proven outcomes.
Results
We helped our client improve conversion rates at each stage of the sales pipeline, achieved their goal of reducing the sales cycle by 20%, and saw a:
- 347% increase in marketing leads
- 56% increase in sales qualified leads
- 525% increase in marketing revenue
- Improved customer satisfaction
Get in Touch
We’ve helped companies like yours get more leads, close more deals, and drive more revenue. Let us put our experience and expertise to work for you. Contact us today to learn more about how we can help you reach your goals.