New Marketing Infrastructure Aided a $300mm Acquisition

$300mm

Acquisition

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Summary

Sometimes a quick rise to the top comes with significant consequences.

Such was the case for a particular ecommerce personalization platform. As one of the first platforms of its kind, it attracted VC funding from day one and grew big, fast. Today, it counts retailers like Sephora and Urban Outfitters among its many clients.

But the company’s rapid expansion caused serious problems with its data, marketing automation systems, and attribution. Leads would come in only to be overlooked and ignored by an already overwhelmed sales team, and worse yet, no one knew how long they had gone untouched.

This lack of visibility also meant that the marketing and sales teams needed help identifying where individual leads were within the funnel or what actions would move those leads further along. It was like flying an airplane without instruments.

Marketing leadership was aware of the issue but still needed to figure out how to handle it. That’s when the company decided to bring in external experts who specialized in marketing automation, attribution, and analytics. That’s when they hired Opascope.

The Problem

The company already had Marketo in place to help it track and communicate with prospects throughout its funnel. Marketo is a robust platform capable of doing everything the marketing team needed — it just wasn’t set up correctly.

Before hiring Opascope, the marketing team had worked with another consultant to manage their Marketo implementation. Unfortunately, that consultant implemented Marketo in a vacuum, divorced from the reality of the company’s business, and many aspects of the implementation were mishandled.

The system was set up in a way that was, at best, hard to decipher, confusingly arranged, dangerously intermingled, and inappropriate for the needs of high-ticket B2B SaaS. Fixing it would require, in many areas, rebuilding their Marketo instance. Due to the nature of their setup, this teardown and rebuild also needed to happen on a live, running machine.

The Solution

Over several months, Opascope methodically rebuilt the company’s Marketo instance and provided the funnel-level reporting the business needed to make decisions. In short, they needed a system that could handle exponential customer growth, and Opascope delivered it.

The Results

In just a few months, the marketing team had a well-designed Marketo instance and complete visibility into their funnel.

It’s no coincidence that the company was able to onboard a massive volume of new clients shortly after we completed work on their marketing system and would be acquired for $300mm.