Articulating EOY Impact & the 2025 Plan Ahead A Real Story of Our GTM Client

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: 

1. Operational expertise
2. Scalable GTM campaigns
3. SDR replacement
4. Sales enablement
5. Deliverability management
6. 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:

1. Expanded marketing coverage to include all buying groups across industries
2. Focused on engagement signals (website visits, email clicks, newsletter reads) for sales-ready contacts
3. Saturated high-potential accounts based on event participation and previous interactions with ABM messaging
4. 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.