Challenge
To achieve a regular predictive flow of SQLs each month, XPLUS needed to align sales and marketing teams and build the infrastructure for growth. Like many other B2B companies, XPLUS relied on sales and didn’t see a reason to invest in marketing as marketing-influenced pipeline growth was insignificant. To justify the investment into marketing and unlock growth, we needed to embed marketing activities that help sales. Because sales and marketing were misaligned and there was no integrated system of automations, the main challenge was to build an infrastructure that would enable marketing to deliver sales-ready leads and let sales focus on selling.
Solution
We started by running a full digital audit and developing a go-to-market strategy to understand low-hanging fruit and identify priority channels. We then built a HubSpot-based infrastructure that allows for marketing and sales alignment supported by full intel on customer interactions. Using HubSpot automation and sales enablement features, we could lay out lead nurturing workflows. Finally, with strategic clarity and integrated infrastructure, XPLUS could launch regular demand gen activities such as webinars, ads, email marketing, branding, etc.
Results
Having redefined the entire approach to marketing-influenced pipeline growth, XPLUS now has a clear demand gen strategy and a model of planning for 2021. With strategic clarity, HubSpot automation features, and fully integrated marketing and sales processes in place, the company is now getting ready for its first Account-Based Marketing program to target Ideal Customer Profile-compatible accounts and land high-value deals.
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