The global pandemic caused a number of HR leaders to pause buying as they focused on addressing immediate health and safety needs in their organizations. This gave the Reflektive marketing team a narrow window to retool its messaging and optimize its GTM efforts with sales.
The pivot started with our customer focus: we adjusted our ideal customer profile to mid-market and enterprise customers and rebuilt our target account list. We next tweaked the messaging, retrained Reflektive sellers on a new pitch, and rewrote Outreach sequences to express greater empathy. Website copy changes were made and the call-to-actions were changed from “Get a Demo” to “Let’s Talk”, introducing a more consultative selling approach. Compelling content organized around themes – such as diversity, equity, and inclusion (DEI), talent management, and planning for growth – fueled our touchpoints. Press coverage, bylines, blog posts, social media, content syndication, display ads, landing pages, emails, webinars, newsletters all followed in an orchestrated outreach to our prospective customers. These efforts, combined with the coordinated follow-up with BDRs and AEs had the pipeline and revenue impact we were looking to achieve:
- MQLs in the Enterprise segment increased from 30% to 54%, while reducing MQLs from SMBs (<200) from 23% to 1%
- Marketing sourced pipeline increased from 27% to 75%, while opex was decreased by 38% over that same period
- Reflektive achieved the largest bookings in the company’s history in Q3 and Q4 2020; Won some of the biggest brands in tech and finance; doubled ACV across all segments; and increased the multi-year contracts to 90%
Company: Reflektive
Year(s): 2020
Results: Increased marketing sourced pipeline from 27% to 75% YoY