Digital Experience Optimization company Blue Triangle had built a robust client roster of blue-chip clients mostly through word of mouth and executive relationships.

While the company had a capable sales team in place, its marketing efforts were inadequate for scaling up. Their small, junior-level marketing team and external agency weren't generating the inbound prospect interest needed for growth.

The Challenge: Lack of Strategic Marketing Leadership

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 The website was outdated and unclear.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

We needed to 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.

The Solution: Compelling Messaging and Strategic Execution

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: 4.2X Growth in Pipeline on Limited Budget

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

While we achieved exceptional results with minimal resources, sustainable growth requires appropriate marketing investment. Our success came from strategic clarity and flawless execution—but imagine what we could have accomplished with proper funding.

The lesson? Start with strategy, execute with discipline, and then fuel what works with the budget it deserves.