Reigniting Growth
Post-Covid

 Business Context

Adversely affected by Covid-19 and lockdowns, this B2B predictive retail analytics (Artificial Intelligence & Machine Learning) company wanted to expand its UK business to the United States. This case study outlines the growth marketing strategy that reignited its growth.

The Goals

• Increase sales revenues

• Increase sales pipeline

The Approach

• Position the company for US growth

• Define and launch an omnichannel growth marketing campaign 

The Results

• 50% increase in sales velocity - both in meetings booked and opportunities developed

• 450% sales lead growth

Working with the CEO/Co-founder, and CFO, my goal was to position the company for growth entering the United States. Analyzing marketing performance data, sales, and CRM data, and conducting customer market research served as the foundation to build the growth marketing hypotheses.

We established accountability, transparency, and measurability by tearing down their current CRM and redefining the sales process and marketing lifecycle. To set up the team for success, we focused on building organizational alignment and setting up campaign launch planning communications. Once everyone knew their game positions, execution became smooth.

Partnering with the executive team and changing marketing agencies to modernize the brand, we defined and executed an omnichannel marketing growth campaign - from sales pitch decks, sales scripts, and talk tracks, highly personalized account-based marketing (ABM) microsites, email product education and nurturing campaigns, to new video content, LinkedIn campaigns, and Google Ads campaigns. Using A/B testing, we optimized for conversion on content and creative by marketing channel.

Within 60 days, the company closed the biggest deal of its history. Giving the executive and sales teams newfound confidence. It serves as the foundation of its growth today