Tasked with fulfilling high-volume sales pipeline goals with clearly defined demographic, firmographic, and technographic guidelines for qualification, Mr. Varney revisited past vendor relationships to build a new demand generation strategy. The primary challenges in hitting the MQL goals were volume and fit. If potential leads do not utilize specific software within their technology stack, Spanning’s solutions will not provide a benefit. Narrow parameters made finding qualified decision makers at scale very difficult. Mr. Varney’s primary concern was ensuring marketing budget was allocated to channels that were guaranteed to produce viable in-market leads and result in a superior ROI.
Ultimately, Spanning needed a vendor that understood their business (Software as a Service), audience (decision makers in their niche), technographic filters, and CPL requirements. They wanted someone that could penetrate the appropriate markets for each of their three product offerings.
Using prior campaigns, PureB2B was able to demonstrate how large our audience penetration was and how we would accurately manage Spanning’s MQL goals while maintaining budget flexibility. They were impressed by the responsive follow up of the PureB2B sales team and our ability to quickly pivot to a fluctuating budget.
Based on initial conversations, PureSyndication with Intent was determined to be the right solution to scale and meet Spanning’s needs. PureB2B’s PureSyndication provided guaranteed lead volumes through multi-channel outreach campaigns across a global audience of more than 125 million technology buyers.
The transition from the sales process to account management was seamless and speedy. Onboarding was spent perfecting system integrations and accurately setting campaign targeting. Once the campaigns launched, the customer experience team treated Mr. Varney as a partner rather than a customer, always providing insights and optimizations for the campaigns and expressing an interest in the lead journey once it was passed to the Spanning marketing funnel. The PureB2B customer experience team also worked with Spanning to optimize the marketing funnel and lead follow-up processes. Mr. Varney was impressed by how quickly and easily the customer experience team was able to work with his marketing technology stack, even when they had to quickly transition to a new routing process.