This client’s marketing team had their digital advertising health metrics in the right place—CPMs and CPCs were looking good. However, their customer relationship technology and digital campaign reporting weren’t delivering as desired. So they turned to Sensible Marketer.
Marketing Solutions
The team had an impressive tech stack, but it needed to provide insights and results reporting to the global team properly.
- MarTech Discovery
Assessing how the tech stack should support attribution, purchase intent, and lead scoring. - Digital Advisory
Evaluating and recommending how to align sales, data, and tech for campaign success.
The Results
Outlining the path to digestible data insights, campaign optimizations, and shorter sales cycles.
With a highly impressive tech stack, this team needed to standardize the data coming in (especially at the regional level for a global roll-up) and utilize features inherent to those tools to reduce manual work.
Sensible Marketer provided recommendations for the customer journey, best practices, and tool functionality to gain short-term visibility, with the long-term goals of attribution and shortening the sales cycles. Although this was a marketing lead initiative, the work helped realign the Sales team to ensure that lead statuses and records were being reported consistently, allowing leadership to trust reporting.
In addition to the robust strategy, the client also still benefits from documentation guides and setup processes for continued success and internal alignment.
Following the discovery, the client went on to launch a test media campaign, incorporating many of the short-term recommendations, where they accessed visibility into product, channel, and region. Ongoing campaigns are planned to launch to continue testing additional data points and attribution tracking within the SaaS platform identified in the analysis.
