The disconnect between business objectives and marketing is a major problem for many companies. Too often, branding is given priority over activities that generate revenue and ROI. This can lead to missed opportunities and quarters of poor performance.
At Blue Monarch Group, we initially mapped the biotech company’s business goals to our top marketing initiatives. This allowed for a measurable and accountable marketing environment. Then we connected each ideal customer profile to their pain points matrix. We then created product marketing strategies within psychological triggers and our technical product expertise to build reputation and authority. This allowed our funnel process to convert key roles into inbound leads.
Improving Inbound Lead Generation:
We worked to improve their inbound lead generation and were getting better quality leads that closely matched their ideal customer profiles. Since the initial state, we have now doubled the leads within their ideal customer profiles.
Shortening Sales Cycle:
What’s more, their sales cycle was shortening. Where it used to take them six months to close a deal, now they were doing it in three. This was achieved by identifying their customer’s pain points and creating product marketing strategies within psychological triggers.
Increasing Conversion Rate:
The biotech company’s conversion rate from marketing qualified leads to sales qualified leads had increased by 18%. This was done by ensuring that the marketing messages were aligned with the customer’s needs and pain points.
Conclusion:
By connecting the biotech company’s business goals and marketing initiatives, we were able to help them achieve their business objectives. Our focus on creating product marketing strategies within psychological triggers allowed us to build reputation and authority for their brand. This, in turn, improved their inbound lead generation and shortened their sales cycle. Our efforts resulted in a significant increase in their conversion rate, which had a direct impact on their revenue and ROI. At Blue Monarch Group, we understand the importance of connecting business goals and marketing initiatives to achieve measurable and accountable marketing results.
