How Rocketlane Generated 23% More MQLs and Boosted Pipeline with Factors.ai
Rocketlane is a customer onboarding and Professional Services Automation (PSA) platform designed to empower clients to fast-track their product's time to value, amplify customer satisfaction, and effectively mitigate churn.
Discover how Factors.ai helped Rocketlane scale pipeline generation by helping them identify and monitor high-intent accounts and re-engage cold prospects through a mix of marketing and sales touch points.
Everstage’s Challenges
Converting traffic into sales is like piecing a jigsaw puzzle. Manually tracking accounts and monitoring campaign data felt like chasing shadows. Incomplete data and bot traffic muddied the water, making it hard to see our true impact. Tools were supposed to help, but with their low account match rates, we were often left in the dark. We needed something better.
Rocketlane's marketing team was dealing with a complex web of challenges, including targeting intentful accounts and specific roles that face the challenges it solves and accurately measuring marketing ROI. Their challenges were further compounded by gaps in understanding which marketing campaigns and activities contribute to pipeline generation, hindering the ability to make data-driven decisions and optimize their marketing strategies effectively.
Challenges with Marketing ROI Tracking
The team faced challenges tracking the success of their campaigns in engaging ideal customer profiles due to data being scattered across multiple tools, rendering it untrackable with their current resources. These challenges became particularly evident when monitoring LinkedIn campaigns, causing a dent in the team's confidence in their paid demand generation strategy.
Insufficient Insight into Pipeline Generation
The team faced a key challenge: gaining complete insight into critical digital metrics for optimized marketing strategies. They aimed to connect website trends with pipeline generation, but lacked a unified solution for generating these insights.
The Need for Seamless Integration
With pipeline measurement as their primary KPI, Rocketlane needed a more connected system. They wanted to link campaigns to generated pipelines and have CRM integration. They also sought a robust Slack integration for collaboration and immediate actions.
Difficulty Identifying High-value Accounts
Without a cohesive system in place, Rocketlane struggled in unifying account data from multiple source. Information from their CRM, website, LinkedIn, and G2 intent signals were all disconnected. This lack of unity prevented them from focusing their resources only on high-value accounts.
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Why Everstage chose Factors.ai
With Factors.ai, we're no longer in the dark. The data consolidation is like magic, no more juggling multiple platforms. Our ABM campaigns and, thus, our outreach got a big big boost in performance. In short, it's our single source of truth.
The team began searching for solutions and conducted a pilot program with Factors.ai. Within a short period, they experienced an improvement in their marketing performance as well as account prioritization for sales outreach. Factors.ai identified high-value prospects and provided vital ROI tracking not previously possible manually, allowing the team to allocate resources more efficiently.
Account Scoring and Prioritization
Within days of implementing Factors, Rocketlane discovered high-intent prospects on their website. They now score accounts into tiers, directing top-tier accounts to sales while nurturing others showing intent via marketing campaigns.
Enhanced Marketing ROI
With Factors.ai, Rocketlane's marketing team linked LinkedIn ad-generated pipelines to engaged accounts. This process provided accountability for marketing investments and reduced the risk of funding ineffective campaigns.
Boosted Operational Efficiency
Factors.ai seamlessly integrated with existing systems, eliminating the need for manual tracking. Its user-friendly interface made it accessible for marketers, improving both efficiency and precision in operations.
Comprehensive Data Visibility
Factors.ai provided Rocketlane's marketing team a unified interface for tracking KPIs. They could monitor trends and anomalies, helping them fine-tune their marketing strategies. Factors.ai identified high ROI campaigns and content, enabling better resource allocation and improved marketing outcomes
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The Results
With Factors.ai, we've seen real results. It simplified our data, made our campaigns smarter, and boosted engagement. Simply put, it made our work more efficient and effective.
With Factors.ai, we've seen real results. It simplified our data, made our campaigns smarter, and boosted engagement. Simply put, it made our work more efficient and effective.
Future
Converting traffic into sales is like piecing a jigsaw puzzle. Manually tracking accounts and monitoring campaign data felt like chasing shadows. Incomplete data and bot traffic muddied the water, making it hard to see our true impact. Tools were supposed to help, but with their low account match rates, we were often left in the dark. We needed something better.
Rocketlane plans to continue leveraging Factors.ai for its marketing success and future growth. They aim to further explore the capabilities of Factors.ai, expanding their usage beyond the current integration and taking full advantage of the platform's offerings. By harnessing advanced account analytics, Rocketlane intends to refine its strategies and optimize its growth potential.
Our appreciation goes out to our friends at Rocketlane for letting us be a part of their success story!
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