Case Study: Transform to Accelerate a B2B MarTech Scale Up
Problem: How do we move beyond a nice-to-have and become a “must-have” B2B marketing platform?
Folloze has the perfect platform and the right mindset to drive a buyer-centric revolution. With a great roster of early adopter customers and a passionate core team, leadership felt they should be further ahead. Yet, something was missing. A sense of urgency with enterprise and MM buyers who didn’t see the unique value of the Folloze solution. Challenged with an unstructured, immature ABM-driven organization, limited messaging and communications strategy, and unfocused content engine, the Folloze team needed to transform to accelerate.
The team had proven that with a consistent market presence, they could deliver growth. But, to meet and exceed goals, they needed to power up pipeline, engage customers, and drive sales effectiveness in an agile way. In their own words, “We need to become our own best practice of buyer-centricity and market responsiveness.” It’s what their customers also need.
Solution: Unified ABM-driven GTM, Agile Organization, Tech Value Realization
People
CMO + team to augment and elevate Folloze staff including: content and digital strategy, product and marketing program management, creative, UX, and PR. Created a unified set of OKRs and metrics across the entire GTM organization, restructured roles and responsibilities, accountability cadence, and cross-functional enablement.
Programs
Unified full-funnel strategy with connected messaging and programs for each phase of the customer journey. Prioritized ABM and Demand Generation scenarios and led with “Value Selling” and the promise that “Performance is Possible.” Ran coordinated efforts across marketing, sales, and customer success to maximize pipeline performance, expansion, and retention.
Technology Innovation
Leveraged the full capabilities of Folloze and integrated into a new replatformed and redesigned Webflow website to capture and connect with prospects from the first moment through their entire lifecycle. Aligned SEO / SEM, thought leadership, and PR to tell a connected story across every touchpoint and optimized reporting to drive GTM team accountability.
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Infinite Edge is a consultancy of marketing and culture experts that helps companies build trust and navigate today’s rapidly evolving market environment while providing all the marketing services you'd expect from a top-tier integrated agency. Allow us to help you transition your marketing operation from reactive to responsive and develop a roadmap to help you thrive through the coming unknown.