A SaaS Startup Skyrockets Win Rate by 38% with a Fully-Automated Marketing & Sales Funnel

A B2B SaaS Startup With Revenue Leakages and Long Lead Launch Times

The client was previously using Salesforce and Marketo CRM but struggled with a systematic disconnect between marketing and sales touch points, thereby leading to revenue leakages.

Marketing campaigns took a long lead time to launch, and manual lead assignment process resulted in data duplication, uneven distribution of work among sales reps, and a lag between lead to opportunity cycle, ultimately affecting the bottom line.

Introducing Territory Management Features & Strategic Integrations in Marketo & Salesforce

• Quick handoff between sales and marketing teams
• Automated lead routing mechanism increased:
  • Pipeline Efficiency by 36%
  • Sales Win Rate by 38%
• Improved marketing campaign efficiency by data protection with privacy policy compliance audits.
• Granular report generation drastically enhanced the performance visibility of both functions.
• Optimal concentration of resources drove higher individual and team performance.

Let’s check out the blueprints for bridging the gap between sales and marketing.

A Custom Solution to Streamline Data Flow between Marketo and Salesforce

Xgrid introduced territory management features and strategic integrations in Marketo to streamline campaign and ad mapping for channel-based engagement.

Our solution drastically improved the lead handoff between sales and marketing, ensuring timely lead-to-opportunity cycles. It empowered the marketing teams to create and build customized campaigns without IT support.

Salesforce’s automated lead routing mechanism helped accurately map data to the sales pipeline, reducing coordination and follow-up time between the two functions, thereby channeling more energy into closing deals.

Marketing and Salesforce Best Practices

Marketing Solution Features

• Custom gated and ungated marketing assets for lead enrichment.
• Web form handlers in Marketo to auto-capture leads via web form.
• Marketo integrations for LinkedIn, Salesforce, GoTo, and TechTarget-enabled campaign and ad mapping for channel-based lead enrichment.
• Concepts and designs for webinars and lead enrichment with pre-webinar and post-webinar actions.
• Developed form-guided landing pages for lead nurture.
• Use of 3rd party tools for identifying duplicate records and merging them. Territory management using dependent picklist values further improved the assignment process. Lead routing automation helped to route leads with unparalleled speed and accuracy.
• Maintained lead scoring and platform integration via email marketing and event planning (webinars) on ZoomInfo for enrichment.

Sales Solution Features

• Kept records up-to-date across revenue funnels.
• Automated the workflows in Salesforce for lead assignments.
• Introduced matching and duplicate rules in Salesforce for identifying duplicate data and merging it. This data was further processed and enriched with the integration of third-party tools (such as ZoomInfo).
• Implemented lead scoring and cross-channel platform integration for lead enrichment in Marketo.

Did You Know?

For our client, creating marketing campaigns took longer than the average industry benchmarks in Marketo. Our team engineered customizable program templates for quick plug-and-play, reducing the campaign launch time with minor modifications and improving reach and marketing KPIs. Setting up the right campaign analytics metrics helped in monitoring and optimizing campaign performance. The automated lead assignment technique implemented by our team helped quicken the lead handoff process with high data quality and resolved sales quota conflicts.