Optimizing for Revenue

Industry Specific Integrated Campaign

2024

PROBLEM

There was a high percentage of opportunities that were being generated that were not part of one of our target Ideal Customer Profiles (ICP) - Life Sciences companies with 50+ employees. This was contributing to an overall low conversion rate from MQL to Closed-Won opportunities.

HYPOTHESIS

Developing and executing a full funnel multi-channel campaign focused on our best performing segment  from MQL to Closed-Won (pharmaceutical/biopharmaceutical manufacturers with 50+ employees), will improve our overall conversion rate.

HOW

 

  1. Collaborated with the data and sales teams to create a list of accounts in our target ICP, Pharmaceuticals/Biopharmaceuticals Manufacturing with 50+ employees in the United States.
  2. Split the list into a 1:Few and 1: Many campaign.
  3. Worked with marketing services and website teams to personalize and un-gate existing content and ads for the pharmaceuticals manufacturing industry.
  4. Launched a full-funnel integrated campaign in coordination with the channel managers, events, lead development, and sales teams.
  5. For the 1:Few list, we prioritized accounts based on Demandbase Journey Stage for the Business Development Reps (BDRs) and Account Executives (AEs) for customized outreach.
  6. For the 1:Many list, we prioritized accounts based on Demandbase Journey Stage for Sales Development Reps (SDRs) to start relationship building with the buying group (i.e. inviting them to webinars and sharing helpful information).

    7.  

INTEGRATED CAMPAIGN MAP

RESULTS

RESULTS IN 3 MONTHS

12% Increase in SQOs

  1. Exceeded all Demandbase advertising benchmarks

    1. Reached 70%
    2. Visited > 40%
    3. Interacted > 30%
  2. Created five new business opportunities from high-touch Boston Red Sox Box event.
  3. Increased new business opportunities created in Q2 year-over-year by 12% from this segment.