Dremio's Journey to Revitalize Demand Generation Strategy

CLIENT

Dremio

INDUSTRY

Software

SERVICES

Demand Generation

TEAM

Bryan

“Working with Marquee Project is like having a Swiss army knife at your disposal. They are true professionals with experience”

- Jason Love, Director of Marketing Operations

We produced over 24 webinars annually

About the project

Keeping up with technology these days is a challenge for businesses. Having a smart strategy to create demand is pretty important to get in front of the game. Dremio, a company with an easy-to-use data system, realized they needed to change how they attract customers. That’s where we stepped in. Teaming up with Dremio, we came up with a plan that used their website, ads, and emails to get great results.

First, we made sure to use tools like 6Sense, Qualified, Madkudu, and Marketo. These tools helped us find people interested in Dremio’s stuff even before they contacted them directly. By doing this, we could focus on people who wanted to know more.

Our plan also involved guiding leads through different channels, like social media and website forms. This helped us learn more about potential customers and tailor our messages to them.

Once we had gathered useful info from these leads, we set up an email campaign tailored to their interests. This personalized approach helped build trust between Dremio and its audience.

A big part of our strategy was scoring leads effectively. This was to make sure we’re getting the right leads. We set a threshold for when someone becomes a “marketing qualified lead” (MQL), based on their activity and demographics. Every action they took, like downloading something or visiting the site, was tracked and scored. When a lead hit the MQL threshold, it was a signal for the sales and marketing teams to reach out.

Solution & Results

Implement a comprehensive strategy and recommend appropriate technologies to support the following initiatives:

Marketing Team Training: Conduct extensive training sessions for the remaining marketing personnel to ensure they are equipped with the necessary skills and knowledge.
Campaign Creation: Establish streamlined processes for creating impactful marketing campaigns that resonate with our target audience and align with company objectives.
Webinar Process Enhancement: Enhance the webinar development process to ensure seamless execution and engaging content delivery across different time zones.
Service Level Agreement (SLA) Implementation: Define clear SLAs for each member of the marketing team to ensure accountability and productivity.
Creative Enhancement: Foster a culture of creativity within the team to inspire innovative ideas and compelling visuals that captivate our audience.
Content Development: Empower content writers to produce high-quality materials that effectively communicate our brand message and value proposition.
Campaign Management: Appoint a dedicated campaign manager to oversee the planning, execution, and optimization of marketing campaigns for maximum impact.
Insightful Reporting: Develop robust reporting mechanisms that provide the Chief Marketing Officer (CMO) with actionable insights into campaign performance and areas for improvement.
Marketing Operations (MOPs) Team Formation: Form specialized MOPs teams to focus on key areas such as asset creation, landing page development, and webinar management, ensuring efficiency and excellence in execution.

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Averaged 700 registrants per webinar

We delivered a scalable solution

Crafted and implemented multiple webinar templates to enhance presentation quality.
Revamped the webinar request process for efficiency and clarity.
Engineered a user-friendly, replicable campaign within the Marketing Automation Tool.
Devised a straightforward checklist accessible to all team members. Optimized promotional efforts across diverse channels for maximum exposure.

Delivered 300+ MQLs per month

Results

Sample assets created to enhance brand communication and engagement:

Eye-catching infographics illustrating product features and benefits.
Compelling video testimonials showcasing customer success stories.
Insightful whitepapers providing in-depth analysis of industry trends.
Interactive product demos highlighting key functionalities.
Engaging email newsletters delivering valuable content to subscribers.

Generated over $42M in Pipeline

Implemented a comprehensive strategy and recommended technologies. Provided training to the remaining team members. Established streamlined processes for campaign creation and webinar development. Introduced SLAs for accountability. Enhanced creativity and content quality. Developed insightful reporting for the CMO. Formulated specialized MOPs teams for efficient asset creation, landing page development, and webinar management.

Achievements:

Generated $42M in pipeline creation.
Secured 2000 in-person event registrations.
Achieved 4M ad impressions, enhancing brand awareness.
Managed social media platforms efficiently via Sprout Social.
Conducted successful campaigns on YouTube, Google Paid Search, Facebook, and LinkedIn.
Attracted ~8400 webinar registrations with 2520 attendees.
Produced sample assets to enhance brand communication and engagement