34% Sales Growth with Marketing Automation

Mobify Implementation sees growth, increased productivity and better business alignment with Marketing Automation

Challenge:

Mobify had no formal marketing and sales pipeline processes. Importantly they had:

• No buyer personas, or understanding of the buyer’s journey
• No alignment with sales messaging
• No common value proposition.
• Inbound leads had a poor buying experience
• little or no insights into the effectiveness of content or marketing activities down the funnel.

With increasing market pressure’s and deal sizes were shrinking, marketing spend was outpacing the growth metrics.   Costs were escalating in the 9 person marketing team producing e-books, webinars, website, blog posts, landing pages, email blasts driving a need for change.

Solution:

Prep work to deliver transformational change in the alignment of sales and marketing, started with the mapping of buyer personas, buying journey and creation of new combined marketing and sales funnel process and targeted content.

Implemented best practice Marketing Automation, with lead qualification scoring and a series of highly targeted dynamic B2B campaigns.

Outcome:

• Marketing created won deals have 34% higher deal value than outbound –created deals
• Marketing drives 44% of sales pipeline, with 47% of won deals
• 75% reduction in work effort to qualify leads
• Fully automated gating process to pre-qualify leads and nurture them
• Less low-probability opportunities in the pipeline, with dramatically higher closure rates
• CRM improvements provide clear visibility of lead progression and velocity through the funnel.
• Full visibility of lead to revenue management
• Maturity in B2B marketing practices, processes and measurement