Increasing Enterprise MQLs by 15%
The Challenge
Historically, ISACA’s marketing for its B2B products lacked a cohesive strategy. Marketing activities were often one-off efforts, and there wasn’t a comprehensive funnel to path prospects through their journey. While ISACA had produced a lot of thought leadership content, it wasn’t optimized for search engines or connected to the sales funnel. The organization also had limited visibility into its past performance, as there was no reporting in place to track the effectiveness of these marketing initiatives.
The Solution
A new strategy was implemented to address these challenges, starting with an assessment of the current situation to understand where leads were coming from. The team focused on four key areas:
- Created a Full Funnel: A new inbound and outbound marketing funnel was launched to encompass creating demand, generating leads, account-based marketing (ABM), and pipeline development. This effort required new digital marketing skills and external partnerships.
- Leveraged Existing Content: Repurposed existing thought leadership content, which had not been optimized for search or connected to the funnel. This content was then integrated into a nurturing program to engage prospects and move them closer to being ready for a sales conversation.
- Established Lead Nurturing: Instead of general, unsegmented emails, a new lead nurturing stream was developed to provide tailored content to a diverse customer base. This approach helped to better engage prospects based on their specific needs and interests.
- Refined Messaging: An updated elevator pitch was created to tell a more compelling story, with specific versions tailored to different audiences. For instance, messaging for resellers was focused on market size and potential for long-term training revenue.
- Developed Reporting: Dashboards were created to provide visibility into the performance of the sales funnel. Key stakeholders were given access to these reports, and a cost-per-lead target was set based on historical data and industry benchmarks.
The Result
Through these changes, ISACA saw a 15% increase in marketing-qualified leads (MQLs), and the organization now has sustainable and scalable processes in place for its B2B marketing.