Expereo

Smashing Expereo’s MQL targets by 142%

Challenge

Project background

Expereo was previously pursuing a largely analogue go-to-market (GTM) strategy that was heavily driven by in-person events and an appointment setting program. Digital demand programs were being executed tactically using paid social channels, but without consistent integration with the marketing automation and CRM platforms. 


From a reporting perspective, there was little visibility of a lead’s journey from top of funnel (TOFU) through to deal close, and therefore no meaningful insight to inform a possible change of activity or strategy.


Expereo recognized it needed a step change in its demand model to build out an always-on, global demand generation program, targeting accounts with the highest propensity to buy. It engaged oneninefive to help build this vision, with journey-driven campaigns and multi-channel, full funnel reporting to enable the business to dynamically optimize programs to drive target outcomes.

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Approach

What we did

Following extensive audience insights work into Expereo’s global target account list to assess which digital channels would drive best engagement by country, account and persona, oneninefive subsequently built out an always-on, multi-channel demand engine that was fully integrated with the Expereo marketing automation stack.

The demand engine built could now target accounts with the highest propensity to buy with thoughtful, journey-driven campaigns, and full funnel reporting would enable the business to dynamically optimize the program to drive target outcomes.

It was built to be agile enough to enable rapid execution of new campaigns to help accelerate Expereo’s go-to-market plans and agility as well as providing salespeople with full, contextual information pertaining to the journey of the lead to date.

A key component of the program from a channel perspective was oneninefive’s content syndication service offering. This proved to be the most cost effective channel globally to guarantee demand, and rapidly help Expereo build out its compliant global opt-in database to nurture going forwards.

Finally, reporting recommendations were made to ensure the system was enabling the marketing team to report on the impact of its activity at board level.

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Results

How it went

In total, the program reached over 3,983 different accounts achieving 70% target account penetration, helping Expereo engage and win new logos as well as grow existing accounts, including:

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Conversion rate of 13.1%, smashing its target of 5.83% = 125% increase

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1308 MQLs across 12 countries against a target of 850 MQLs = 154% increase

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3,983 opt-ins

“From a go-to-market perspective, the launch of our digital demand engine has been a game changer this year and we continue to build and nurture our global customer relationships with new logos like Carlsberg, or with those customers that have been with us for many years.”

Rupert Wadsworth

SVP Marketing at Expereo

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