CASE STUDY

Partnered with salesperson to parlay existing relationships into revenue - and cultivate net new leads

  • Utilized an integrated, multi-channel, human-centered approach for buyers to easily engage at any time, on multiple channels

  • Drove website traffic and inquiries in conjunction with refreshed branding and expanded assets

  • Leaned into data analysis, lead scoring, and intelligence tools

Scaling A New Demand Gen & Sales Enablement Cadence

Additional Outcomes

Improved content, execution, and efficiencies led to scaling strategy across executive sales team

Identified champions, key accounts to drive new ABM process

6-Month Metrics Post-Launch

62%

INCREASE IN
INQUIRIES

34%

AVG DEAL SIZE
INCREASE

38%

OF TOTAL ANNUAL REVENUE

15%

AVG SALES CYCLE
DECREASE

Methodology

  • Q2: Develop + test integrated demand gen activities, content, and design

  • Q3: Launch to make aggressive revenue goal

  • Utilize all aspects of CRM platform

  • Set KPIs and benchmark current metrics: ACV, Velocity, Close Rate

  • Synthesize reporting, including behavioral data

  • Personalize and test messaging for customer needs, pain points, and lifecycle needs

  • Integrate new approaches, trends, and tools along the way

Multi-Channel Marketing Mix:
Detailed Look At Inbound + Outbound Strategies

Craft Content / Assets

  • Creation & Expansion of Sales Collateral, including repurposing existing pieces

  • Case Studies, Success Stories

  • Research pieces, as gated content

  • Monthly Blog Series – responsible for content strategy and editing

    • drafted by salesperson to show authenticity, relatability, people-centered

    • themes in concert with virtual series, “Humanize - Shared Stories”

    • utilized salesperson’s personal photography collection for further personalization

  • Video clips – yep, they are content!

    • Quick blurbs recorded by salesperson reviewing product benefits, upcoming event appearances, thought leadership, etc.

    • Take-aways from virtual series + guest appearances

Events

  • Newly-curated Virtual Event - “Humanize - Our Shared Stories”

    • aligned with company mission

    • live and on-demand candid series hosted by salesperson, as SME / thought-leader

  • Guest slots on 3rd party podcasts, webinars, LinkedIn Live events

  • Industry events, trade shows, conferences – booth presence, speaker slots

  • Field Events & Summits in key cities + exclusive company gatherings

Email Campaigns + Templates

  • Eye-catching marketing emails with triggers set for drip campaigns

    • Virtual event pre/post-promotion

    • Newsletter featuring high-value content, educational in nature

    • Updates – product, company, case studies, collateral

    • Gated content offers

  • Segmented sequences, personalized from salesperson

    • On-going follow-ups, touch points

    • Event invites

  • Set with alerts to salesperson for opens, engagement

Website

  • Updated Forms for frictionless experience + analytics on company site

  • Targeted landing pages for special content offers, case studies, event registration

  • Dedicated site for salesperson based on virtual series with events, blogs, background (“Get to know…”), newsletter sign-ups, and more

Targeted / Paid Ads

  • LinkedIn (+ messaging templates for Sales Navigator)

  • Twitter

Social Media – posts/content + engagement

  • Company channels

  • Salesperson’s channels

  • Shared virtual event links + copy with guests to broadcast to their network

  • Engaged key industry organizations, trades, influencers, all stakeholders

Surveys / Pulses

  • Implemented tactic as a content check, to learn pain points, and convey listening/empathy

  • Via social, email, event platforms

SEO

  • Worked closely with salesperson, as SME, to ensure relevant keywords for site, blogs, and socials

Spotlighting The Salesperson

From a virtual series with prominent guests, to a social media presence, blogs, and more

A Variety Of Collateral Empowers The Sales Team

Pro Tip: Sales collateral should always feature social proof

Tip: Messaging, Content can be repurposed creating different sales collateral pieces - and (new) touch points