Behind every GTM Challenge, is a Marquee Project
PointClickCare (ABM Case Study)
Client: PointClickCare
Industry: Healthcare
Challenge: PointClickCare, a software healthcare platform, was facing a period of significant email backlogs and struggling with ongoing campaign management.
Solution: They were well-versed in Marketo and HubSpot, needed little training, and worked flawlessly with PointClickCare’s previous Marketing Operation Team workflow. They jumped right in to build, provide quality QA processes, and were able to launch multiple campaigns seamlessly.
Results: Marquee Project’s collaboration with PointClickCare has greatly reduced manual workloads, email campaign development is seamless, campaign reporting has helped with making informed decisions, webinar support has been flawless, and project management of projects have been helpful to ensure emails are sent out on time.
- David Brown, PointClickCare, ex Lyft
Dremio (Webinar Case Study)
Client: Dremio
Industry: Software
Challenge: Dremio, an open and easy data lakehouse, recognized the need to redo their demand generation efforts. Their current efforts were not working effectively.
Solution:
Marquee partnered with Dremio and come up with a strategy that included website orchestration, display, and email to gain a tremendous amount of results.
The first step we did was to ensure we integrated tools such as 6Sense, Qualified, Madkudu, and Marketo. These important platforms help with providing valuable data that can identify those who are interested in Dremio’s services and products. To help with this we made sure to find leads before they even came into the sales funnel. This allowed us to engage with customers who expressed a true interest in our services.
The structure we built really relied on having leads go through different entry points so we suggested they go through points such as social media channels and website forms. This helped us understand prospects a little better due to the vital information that was captured when data was provided. It also allowed us to learn how to better serve and personalize messaging to these prospects.
The next step after gathering valuable information from these prospects was to build an email nurture campaign that would be designed specifically for their needs. The messaging really resonated with these prospects based on their interests. Because each of the messages was personalized it helped build trust between Dremio and their audience.
A vital part of this entire process was putting effective lead-scoring criteria in place. A maximum threshold is then determined which defines a prospect to when they will become an MQL (marketing qualified lead). We assigned a demographic score with the target audience in mind. Every single activity was tracked as well. For instance, every time they download an asset, open an email, or visit the site, we make sure to track and score these activities and behaviors accordingly. Once they reach the maximum predefined lead score, the prospect is automatically flagged in the system as an MQL. This means they need attention because based on their activity behavior (lead score) they are showing interest in what Dremio has to offer. Therefore, the marketing and sales team knows to reach out to these prospects first.
Results: Marquee Project’s collaboration with PointClickCare has greatly reduced manual workloads, email campaign development is seamless, campaign reporting has helped with making informed decisions, webinar support has been flawless, and project management of projects have been helpful to ensure emails are sent out on time.
- Jason Love, Director of Marketing Operations
Remini Street (ABM Case Study)
”Marketing budgets were in decline. We had to completely change our sales approach, from how we sold, to who we sold to as well.”
- Managed global ABM campaigns via Demandbase
- Segmented programs by multiple personas
- Recurring meetings with CMO to review results
- Increased Lead to MQL conversion rate to 30%
- Kate Jones, VP Demand Gen
Krista.ai (Rev Ops Case Study)
Client: Krista AI
Industry: AI
Challenge: The lack of prioritizing operations resulted in inaccurate data and made it difficult to track the marketing funnel efficiently. It was so challenging to figure out how marketing initiatives affected revenue.
Solution: We assisted in the Salesforce to HubSpot transfer, set up tracking for pipelines that are sourced and influenced by marketing, and configured conversion rate monitoring at every point of the lifecycle. Furthermore, we revised the rules of engagement and permissions to enhance cooperation between AEs and SDRs. To streamline procedures, new fields, rules, and workflows were created.
Results: The changes created a more dependable and transparent marketing funnel that made it possible to measure marketing’s effect on revenue with accuracy. Better alignment and more effective operations were the outcome of SDRs and AEs’ increased cooperation. The implementation of novel workflows and data tracking techniques yielded practical insights that improved the efficacy of marketing and decision-making.
- Anita Pandey, CMO
Lattice Publishing (Enablement Case Study)
“SEO budgets were in decline. We had to completely change our sales approach, from how we sold, to who we sold to as well.”
- Identified executive-level pain points
- Created Outbound Campaign resulting in 60%
- Open Rates and 20% Reply Rates
- Created New Pitch Deck, One-Pager & Proposal
- Closed $180K Client Retainer [10x ASP]
- Mike LaFirenza, CEO
Onboarding & Next Steps
“Welcome! Let’s make sure this journey has more ups than a kangaroo on a trampoline.” – ChatGPT
