A leading SaaS client partnered with us to transform their go-to-market (GTM) and revenue operations strategy. They were facing several key challenges: operational inefficiencies in their attribution systems, low prospect engagement rates, and stagnating pipeline conversion.
Our partnership began with building a robust operational foundation. We established ourselves as their GTM and Hubspot experts, focusing on six key areas:
- Operational expertise
- Scalable GTM campaigns
- SDR replacement
- Sales enablement
- Deliverability management
- Data integrity
We took over their prospecting - 35,000 prospects database across 18,000 companies. They target Enterprise companies with 8-12 members of the buying team. The initial strategy focused heavily on sales-first outreach with basic email sequences and bi-weekly newsletters. The results were good – a big improvement from their former SDR team:
- 10% sales email open rate
- 0.7% reply rate
- 65 MQLs a month
- 6 deals a month
In a pivot, we implemented a "nurture-first" approach that fundamentally changed how our clients engaged with prospects. The new strategy:
- Expanded marketing coverage to include all buying groups across industries
- Focused on engagement signals (website visits, email clicks, newsletter reads) for sales-ready contacts
- Saturated high-potential accounts based on event participation and previous interactions with ABM messaging
- Integrated LinkedIn outreach as a complementary channel as a conversion tool - not a prospecting tool
90 day change:
- 29% marketing open rate
- 5% click-through
- 20% sales email open rate
- 1.9% response rates
- 120 MQLs a month
- 9 deals a month
Last year’s final numbers:
- 77 total deals
- $5.02 million in total pipeline generated
- $3.33 million in qualified pipeline
- Average deal size of $102,000
Looking ahead to 2025, we've set suitability goals with our client:
- 10 deals per month
- Projecting $12 million in total pipeline
- Aiming for 60% qualified conversion rate on at-bats
- Implementing real-time AE feedback systems
- Blurring the lines with marketing and sales touchpoints
- Expanding marketing efforts through LinkedIn for executive positioning
- Continuing their dual-domain strategy for improved deliverability – but prioritizing the nurture-first discipline
For context, they invested $156,000 with us in 2024, and we've generated an average of 8 deals per month. Considering their cycle times and win rates, we are proud to provide a 3.4x return on our partnership (paying for ourselves 3 times over with the deals from our channel) showcasing the tangible value we've delivered through our partnership – although we are so much more than that – including all the rev ops, campaign ownership, sales ops and marketing enablement work we also provide this client. They experienced this impact because they fully adopted and trusted true omni-touch attribution. Gone are the days of “my account and your accounts”. This article challenges those who feel GTM is a singular channel or play - 2024 reflection on outbound vs GTM.
This partnership demonstrates how a strategic shift from traditional SDR sales-first approach to a GTM engagement-driven, nurture-first strategy can significantly impact B2B pipeline generation and conversion rates. The focus on quality over quantity, coupled with sophisticated marketing automation and multi-channel engagement, has positioned our client for sustained growth in 2025 and beyond.