Moving the needle for Ipswitch
Ipswitch Marketing was asked by sales leadership to help them grow and scale pipeline impact.
Previous marketing teams had created a ton of techie content but a great deal if it was talking about them, their product and a category which wasn’t well understood. Similarly Sales was struggling with creating and using the right content and making it relevant to target audience segments and the buyer journey.
We built over 120 pieces of content in under 9 months for the marketing and demand teams. We started by addressing messaging, persona evolution, program blueprints and program development for one product group, and helped conceive of and implement a simplified messaging and go-to-market approach for the other. Then we worked with sales management to help organize their sales-follow-up approach and create a playbook in the context of a WinRate program composed of a series of emarketing communications and scripts that helped sales rapidly get aligned to the new Age of the Customer (Forrester) and their customers needs. The results of the projects exceeded all our expectations with sales team win rate lift of 43% in under 6 months.