Activities
- Marketing
- Sales Development
- SDR Coaching
- KPI Reporting
Client
The Objective
About
This client is the market leader in Test Automation & DevOps for ServiceNow, helping customers to realise the full potential of their investment in this world-class cloud-based platform that allows organisations to work the way they want, not how software dictates, across IT, operations, customer service, HR, and more
The Challenge
#01. Inconsistent lead generation
#02. Perception is reality
#03. A Single Source Of Truth
Problem identity
Marketing had struggled to establish a reliable and cohesive demand generation program, encountering challenges in delivering consistent results. Meanwhile, lead generation efforts were dispersed and lacked dedicated focus due to resource constraints, further complicating the overall effectiveness of the outreach initiatives.
With a high reliance on ServiceNow’s annual event, the business was missing out on a steady flow of opportunities and revenue growth which would also maximise its runway and investment valuation.
Problem analysis
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- Low/non-existent inbound demand from a lack of brand awareness and nurturing of ideal customers
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- Lack of consistent, high quality outbound lead generation activities
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- High reliance on annual ServiceNow event led to recurring short term feast and long term famine.
Impressive results
Following an ideal customer profile formation, the right targets were identified from the thousands of ServiceNow users. Leveraging a multichannel approach in combination with a variety of collateral and events as call to actions we build AutomatePro’s audience using targeted messaging fit for each of its target industries and audience profiles.
Within the first 9 months of the program an additional £3.7m worth of pipeline was created. 12 months in and the operation is self-sufficient, delivering >£600K monthly in pipeline with a cost to operations that is 2.4x lower than traditional lead generation initiatives.
The Numbers
- £3.7m in ARR pipeline growth within the first 9 months, and approximately £600k/month added ongoingly
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3.2x increase in average annual contract value and 2x in total contract value with multiyear and co-termination approach.
