Integrated growth strategy and sales process optimization for an AI-powered sales automation platform
Project
Overview
Specializing in AI-powered sales automation, our client supports B2B companies in industries such as logistics, manufacturing, and wholesale distribution. By integrating with ERP and CRM systems, their platform provides real-time data analytics, customer insights, and workflow automation, enabling customers to streamline their sales processes and increase efficiency.
Growth Strategy
Organic Growth
Retention Marketing
Content Marketing
Advanced Analytics
The client had invested in multiple marketing channels, including content, paid advertising, and Pardot marketing automation. While these efforts were generating some traction, the client faced challenges in aligning these activities with the sales funnel and driving attributable revenue. They wanted to create a more cohesive marketing strategy that would strengthen the connection between marketing and sales, ultimately creating a more direct and impactful path to positive ROI.
Known for their innovative AI-powered sales automation solutions, our client serves B2B industries such as logistics, manufacturing, and wholesale distribution. Their platform helps streamline sales operations by providing data-driven insights and real-time customer analytics. However, the broad scope of their solutions posed a challenge, making it difficult for customers to quickly find the specific tools they needed and fully understand how the platform could support their unique sales processes.
While the client was successful in generating a significant number of leads, a critical issue emerged: the lack of effective lead nurturing. The process of moving leads from marketing to sales was manual and lacked automation. Using Pardot limited their ability to accurately segment leads, set up targeted and automated email nurture programs, and efficiently transfer warm leads to the sales team. This limitation resulted in missed opportunities and highlighted the need for a more streamlined and automated solution.
After managing advertising and SEO in-house for several years, our client wanted to improve their overall approach. They sought expert assistance to refine their strategies and manage SEO, content creation, and paid advertising on a daily basis. The goal was to tailor these strategies to attract high intent traffic and maximize the impact of their investment on the bottom line.
Metriqal developed, implemented and managed a growth strategy for each stage of the funnel. Top-of-the-funnel offers were designed to generate and nurture new leads in the HubSpot database, while bottom-of-the-funnel offers drove people to convert and request a demo, ensuring that leads received touchpoints at every stage of their journey.
We performed monthly technical optimizations to improve site speed, along with on-page optimizations targeting account-specific keywords based on a robust SEO strategy. We also created original blog content and downloadable assets to provide value to prospects and convert organic visitors.
Working closely with the client's sales team, we streamlined the marketing-to-sales transition by designing targeted sales sequences for different lead types and setting up task queues to prioritize follow-up. We also held weekly lead scoring meetings to review demo requests and MQLs with the sales and executive teams.
Metriqal set up the client on HubSpot CRM and Marketing Hub, establishing clear channel and campaign-level tracking and analytics. This allows campaigns to be optimized based not only on the number of leads generated, but also on the quality of leads that convert to revenue.
Results
364%
Growth in inbound generated revenue
54%
New revenue generated from inbound marketing
66%
Pipeline generated from inbound marketing
119%
Increase in organic website sessions
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