Challenge

Blue Triangle had grown to $6M in revenue with blue-chip clients mostly through word of mouth and executive relationships.

However, they believed they were ready to scale up through marketing. They had a sales team, but a small, junior-level marketing team relying on an outside agency that weren’t producing inbound leads.

The company’s positioning was unclear and undifferentiated. The website was outdated and unclear. Lead gen efforts lacked focus and accurate targeting.

Strategic Approach

Up-level the company’s marketing and team to drive significant inbound leads that convert to a qualified pipeline for the over-staffed sales team.

Actions I Took

I led the executive team in developing a strategic narrative that created a differentiated, compelling positioning. This established a foundation for a revamp of the company’s website and sales deck.

We built a split-funnel GTM strategy with demand gen efforts to take prospects from problem-unaware to having interest in Blue Triangle and demand capture efforts to funnel them from demo to purchase.

After initial testing, we ungated all content to maximize reach with our limited ICP audience and launched an efficient ABM program with an extremely limited marketing budget.

The Results

We increased inbound demo requests by 265% and reduced our cost-per-lead by 90%. We grew POCs by 900% and produced 4.2X more pipeline than the prior year.

What’s more, we grew company revenue by 35%, producing $5.50 in closed-won revenue for every $1 spent on marketing.

We kept the program running in the first half of this year. By mid-year, we had produced 81% of the prior year's entire inbound pipeline (generating a 1,100% ROAS based on pipeline) despite a 30% budget cut. By year-end, we produced 77% of the 2024 inbound pipeline running marketing on fumes and zero media spend in the year's second half.

Chuck's Take

I don’t recommend starving your marketing budget; we made lemonade out of lemons with a scrappy team driven by a mission to drive pipeline and a healthy supply of creativity.