An Analytics Overhaul That Led to an Acquisition

The team needed a reporting and analytics base that could clarify which marketing initiatives and topics were effectively driving conversions. Before Opascope, the team could only guess which content or emails were influential in making a deal.

A related issue was the team’s reliance on manual processes. For instance, the company’s marketing emails were created manually and in what Adam, the company’s VP of marketing, described as a “very ad hoc manner.”

“We’re a small team,” Adam explained. “We knew we needed help with content, demand generation, marketing email automation, and website optimization. Our Salesforce instance wasn’t robustly built out yet, and we didn’t have a marketing automation system built into our process either.”

One of the first things Opascope always does with new clients is auditing their existing reporting stacks. In this case, a complete overhaul was needed to offer the marketing team more transparency in the effectiveness of their actions.

“At a high level, the results of working with Opascope are that we now have great data. We can now make data-driven decisions and look at the percentage of deals that our marketing is influencing. We can look at the number and value of those deals and the monthly recurring revenue they generate. Prior to Opascope, we didn’t have that data.”

After Opascope’s help, the team could pinpoint how many contacts with a specific sales opportunity engaged with a particular asset or piece of content. Combined with sales personas, this allowed the company to target, for example, a Chief Marketing Officer in the middle of the sales cycle and the Director of Analytics in the later stages.

“That’s really powerful information to have,” Adam noted. “We’re still a startup, and we have to spend our money wisely. We have to invest in the areas that are going to generate the most return for us and the area going to have the most value for our clients. Those are the capabilities that Opascope put in place for us.”

Opascope helped the team set up an automated email marketing program and connect them to new customer personas.

“Opascope also guided the creation of our content personas, showing us how to create consistent and compelling nurture campaigns based on data,” Adam explained. “Opascope allowed us to get new visibility into how our marketing was performing so that we could make the right investments in the right areas. That’s extraordinarily difficult to make happen, and they’re experts in all of it.”

Shortly after working with Opascope, the company was acquired by a public data solutions company. Opascope’s work helped close new deals and show future growth potential.

“Marketing is supposed to be purposeful, not random,” Figueira says. “Opascope helped us be purposeful. They helped us not only understand how to do it but why to do it. Opascope had a fundamental impact on how we run our marketing department and our business as a whole.”