Creating a $2.2 million pipeline
Building relevant forecasts.
The client was an enterprise-level, SaaS-based solution provider that developed a sophisticated economic modeling platform for Fortune 500 companies. Incorporating billions of pieces of external economic data, the platform enabled finance professionals to quickly build models to see how different economic trends may impact their business, and then plan accordingly.
However, the client was challenged with adding new leads to the pipeline because the forecasts produced are often complicated and feature data that seems irrelevant at first glance. For example, how could a poor holiday retail season impact the forecast for the residential real estate market? Or, why is unemployment a terrible leading indicator?
Mission Control Marketing was tasked with creating an integrated marketing campaign to drive lead generation for the client.
Connecting the funnel to the pipeline.
In approaching this challenge, Mission Control Marketing set out to achieve two objectives, build awareness and education around the client’s platform and drive pipeline opportunities through the entire funnel. To do this, we leveraged earned and owned marketing channels, including media relations, content marketing, webinars and visualizations to quickly deliver these complicated messages to prospects.
Making an impact.
Mission Control Marketing secured media placements for the company’s spokespeople in business publications such as CNBC.com, Forbes, MarketWatch and others. Leveraging these articles, we drove attendance to the company’s webinars through email marketing and social media channels. The topics of these webinars contained industry outlooks and updates on time-sensitive issues that would impact the economy and Fortune 500 companies.
Generating $2.2 million worth of results.
In the first year of the campaign, Mission Control Marketing secured 20 media placements in business publications and created 10 webinars on behalf of the client, which served as the first meaningful touchpoint for more than 200 leads.
But most importantly, our campaign generated more than $2.2 million in new pipeline opportunities for the client’s sales team in one year with prospects that included General Electric, Hewlett Packard, Boeing, Hormel, AT&T, Goodyear and others.