50% Increase in Closed-Won Deals for a MarTech Platform

There’s a reason many marketing analytics platforms target analysts or data experts working for enterprise companies: big budgets and a deep understanding of why quality data is worth a premium price.

This “reality” left a gap in the market for providing proper analytics to smaller businesses like early-stage startups, and a serial entrepreneur decided to fill it.

As Chris, the company’s brand director, put it, “Our approach is that social data can help any small business, and we provide products to get those businesses started.”

The problem with targeting small businesses and early-stage startups was the much smaller average order value (AOV). They needed to cast a much wider net and develop a sustainable customer acquisition strategy to grow.

Like many fast-growing companies, they didn’t have a fully realized structure to automate certain aspects of their sales and marketing. Many people on their marketing team came from other disciplines and weren’t up to speed on best practices.

“We didn’t really know how to get started,” Chris explained. “We didn’t know how to do our own growth hacking. We had users, we just weren’t doing anything with them. We weren’t pushing them to buy our premium offerings.”

To bring their marketing and sales processes up to speed, the company turned to Opascope.

They needed a team who could help them build their marketing infrastructure while the company was in the middle of a rapid growth phase. It’s as if Opascope needed to rebuild a race car in the middle of a Formula 1 event while teaching the entire team how to drive the car.

Working with sales and marketing in tandem, Opascope laid out a strategic roadmap for implementing the tools both teams needed to scale. We executed that plan while minimizing friction during the transition. Among other wins, these solutions allowed them to:

• Send highly targeted nurture campaigns to specific cohorts within their contact list
• Use multi-touch attribution to understand their customer journey and ROI from advertising
• Leverage A/B testing to improve performance iteratively through test & learn

After adopting Opascope’s best practices, the company’s closed-won opportunities more than doubled in the first quarter of working together.

Chris credits Opascope with how the company approaches everything: from how they craft their email campaigns to an organic strategy that’s consistently pulling in high-quality traffic.

“We put a lot on Opascope,” Chris said. “And they delivered all of it in very short order.”