It starts with the right people.
When Rachel landed at Right Networks, a cloud hosting solution charting tremendous growth, her top mandate was to build a marketing team.
She’d been hired for her unusual professional pedigree: “I’m a product marketer who thinks holistically about our business. I rely on business intelligence to hone our go-to-market strategy. I built my team by hiring for great attitudes and potential leaders.” In other words, she was different—and she hired for different.
“I’m a product marketer who thinks holistically about our business. I rely on business intelligence to hone our go-to-market strategy.
“I didn’t want the status quo. I wanted people who didn’t think like me, and I wanted to make sure they worked on things that they really wanted to work on. That’s where the magic happens.”
That magic struck almost right away. As one of their first initiatives, Rachel and her team overhauled the company’s offers. “We didn’t just change them. We made them better. We put the customer at the centre and simplified what had been an overly complicated process.” Bolstered by a finely tuned test-and-learn marketing strategy, Rachel and her team helped to drive a 50% increase in sales since launching their new packages. Evidently, disrupting the status quo can lead to results.
When “different” is deceiving.
To continue her pattern of disrupting the way things had always been done, Rachel studied how her marketing team and the sales team defined their audiences and shared information. What she observed only made her more determined to shake things up. “With my background in analytics, I know the value of modeling and lead scoring to help drive campaigns and results. But we were very limited in that regard. The marketing team would send leads over to sales and hope it would work out, without a way to really measure it. The feedback loop just wasn’t there.”
It was as if her team was operating blindly. Rachel began to look for a solution that would help them see more clearly. Ever the trailblazer, she didn’t want tried and true; she wanted different and intriguing. She began investigating artificial intelligence, which appeared promising—until she uncovered a troubling pattern. “There’s a lot of dishonest messaging around AI right now,” she says. “People want to be seen as innovators, but they’re just buying data and hiring college students to work behind the scenes. I want to experiment with new things, but not like that.”
That’s when a Google search led Rachel to EverString. “They have something of value to say about account selection. They literally plug into your CRM to learn from your closed-won deals. It’s not based on an aggregation. It’s not based on what another company did that worked for them. It’s based on you and your historical data. That caught my attention.”
Real change boosts real relationships.
Last December, Rachel led the way to a partnership with EverString. It was her latest calculated bet on an alternative way of working.
“We used EverString to build an audience with a fit score over 80. We sent that audience a differentiated email campaign, and our click-through rate was 4.6%, more than 100% higher than anything we’d done before. I was like—WOW.”
“We host 150 applications, so market sizing is a big deal. When we use EverString, we can see how many people are on this application or that one. We can gain competitive intelligence. We can score our leads based on past success. Just recently, we used EverString to build an audience with a fit score over 80. We sent that audience a differentiated email campaign, and our click-through rate was 4.6%, more than 100% higher than anything we’d done before. I was like—WOW.”
Behind these numbers is a less quantifiable but no less valuable story. “Our sales and marketing teams have a dramatically different relationship now. Sales trusts marketing to send them people who are a good fit for our products and are likely to close. Kevin, our Director of Sales, is just as excited as I am about these optimizations and improvements.”
For Rachel, eternally committed to challenging the status quo, these successes—evident in the analytics and in her weekly meetings with Kevin—are just the beginning of her approach to the sales and marketing strategy at Right Networks. “As we continue to evolve our offers for accounting professionals,” she says, “I’ll be using EverString to set new records for campaign success. There’s no stopping us now.”