VC backed technology company

SAAS enterprise providing critical software services from digital identity, connectivity and data encryption to infrastructure and architecture integrations to two different markets – financial providers/platforms and financial advisers.

Brief

Engaged to lead and transform marketing function (3 FTEs) within a B2B SAAS space focusing on an Account Based Marketing (ABM) approach supported by strong inbound content to drive demand and lead generation, account nurturing and pipeline acceleration.

Achievements

  • Designed and led internal workshops to drive collaboration and sharing of customer insight, in absence of effective CRM system.
  • Developed multiple customer personas based on different roles within buying committees for five priority products as first step towards developing personalised content.
  • Identified best-in-class marketing technology to integrate with existing systems and to power content driven ABM approach.
  • Designed new team structure to support new integrated and automated multi-channel marketing.
  • Commissioned UX research proposal to identify digital journeys and user brand perceptions to optimise digital landscape.

Final outcomes

Created ambitious integrated marketing strategy targeting growth through ABM, requiring three pillars of investment – people, technology and insight.

Team delivered 18 digital campaigns (email – average open rate 45%, social media); 294 new LinkedIn followers; sponsorship of 4 trade events; hosting of online product launch event (75 sign-ups, 51 attendees, 12 sales leads).