Rebuilding Brand Credibility After a Turnover

Description

After the CMO left, this B2B SaaS ITSM & Help Desk business was losing customers and momentum. Brought in by the CEO and VCs, I was charged with the mission of turning around marketing and rebuilding the brand. This case study illustrates how building a global demand generation engine skyrocketed growth.

The Goals

• Align marketing and sales

• Develop a demand generation program

The Approach

• Establish relevant positioning and sales messaging

• Build scalable marketing technology stack

• Increase customer acquisition

The Results

• 600% increase in leads (Marketing Qualified Leads - MQLs, and Sales Qualified Lead - SQLs)

• 50% decrease in marketing operating costs

Clean-up started with renegotiating contracts and building the marketing team. By integrating Oracle Eloqua’s Marketing Cloud, the focus shifted to process development guided alignment with sales.

I spearheaded a customer research initiative to identify value drivers and customer pain points as the backbone for a content strategy. By increasing communications with sales and customer success through a new campaign launch process we informed and educated internal stakeholders before marketing actions took place.

The marketing mix included display ads, LinkedIn ads, Google ads and re-marketing, email product education, and nurture programs, product videos and demos, and landing page optimization (LPO). Through A/B testing, we focused on lead conversion across seven markets and languages. By clarifying the process and over-communicating the approach it decreased time-to-market and increased team satisfaction.

With the insights from the market research, the brand was relaunched along with the corporate website, developer microsite, iOS app, and Force.com app. New sales one-pagers, pitch decks, and scripts supported sales while iterating on content to produce improved buyer and user content. By onboarding a new SEM agency, we optimized spend in seven countries and achieved a 353% ROI.

During the first year, MQL and SQLs increased by 600%. Not only did it follow a process that aligned sales and marketing, but also it reduced marketing costs by 50% from deconstructing and rebuilding marketing operations processes.