Challenge
Develop a framework to effectively track and manage their B2B lead lifecycle. Monitor lead-to-opportunity conversions and campaign performance and create more actionable insights through refined reporting on demand generation KPIs and metrics.
Impact
Achieved a higher level of marketing efficiency and effectiveness, the marketing team was able to make data-driven decisions that boosted demand generation and overall business growth.
Our Solution
- Designed and implemented a unified lead lifecycle framework, with Snowflake to provide the necessary data infrastructure
- Enabled the marketing team to accurately track leads from lead to opportunity, offering clear visibility into campaign effectiveness
- Revamped marketing reporting suite, focusing on key demand generation KPIs and metrics to deliver actionable insights
Key Outcomes
- Leadership in Reporting & Analytics: G2M Insights took the lead on all reporting and analytics efforts for the Marketing Operations leadership, ensuring that the team had the tools and data needed to drive performance
- Long-Term Partnership: The success of our implementation led to a continuous 24-month engagement, where we remained actively involved in enhancing and refining the marketing operations