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 Dremio 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.
