QASymphony - Marketing Campaign of the Year
Company: QASymphony, Atlanta, GA
Company Description: QASymphony helps companies create better software by being the only provider of enterprise-level agile testing tools. With QASymphony's solutions, businesses have the visibility and control needed to ensure application quality in fast-paced development environments. Companies like Dell, Salesforce, Office Depot and Verizon trust QASymphony to improve their teams' communication and productivity.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Software & Apps
Nomination Title: QASymphony's ‘Ditch and Switch’
Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.
The ‘Ditch and Switch’ campaign is an integrated marketing effort spanning a cross-channel mixture of demand generation, inbound marketing and outbound sales efforts aimed at facilitating awareness, lead generation and ultimately revenue. This campaign targeted competitors and legacy tools where QASymphony had a great story to tell and clear competitive advantages. Since March 2016, this ‘Ditch and Switch’ integrated campaign has driven over 1,600 leads, more than 1 million dollars in pipeline and is on track to close more than half a million dollars between now and H1 2017.
QASymphony knew that in order to successfully gain market share against the competition as well as legacy tools, it was going to take an army of resources, tight sales/marketing alignment, a holistic strategy that spanned the entire buying cycle and a complex mixture of integrated marketing efforts. We turned to a Sirius Decision B2B Buying Lifecycle framework to drive strategy, content and campaign planning which created a shared vision between Marketing/Sales, clear direction and KPIs. Marketing and Sales/SalesOps aligned, built the foundation for tracking and began executing.
The primary marketing objective was to increase revenue. Secondary objectives included driving leads that created sales qualified pipeline.
QASymphony created a deeply integrated campaign that included a mixture of Social (organic and paid), SEO (ranking our microsites and content for competitor natured keywords, ie competitor name alternatives), Pay-Per-Click (bidding on competitor terms, displaying ads where competitor customers engage online), Microsites, Sales Outbounding (Net New, Target Accounts), Email (Nurture Tracks, Email Paid Placements), and Content (eBooks, Sales collateral, blog posts and webinars).
One of the biggest challenges Marketing faced was being able to track and measure the success of this campaign. Considering that our integrated campaign spanned across more than 7 marketing channels and mediums, being able to understand what works/doesn't while ensuring that we’re getting a strong ROI was critical to its success. This highly complex problem involved being able to ‘tell the story’ on how a lead, opportunity and closed won deal interacted throughout the integrated marketing campaign. We needed to be able to answer questions such as, what campaign drove the what deal, how did Paid Social, SEO, content and our Microsites influence the customer journey? We overcame this challenge through a well designed tracking and analytics strategy leveraging Google Analytics, Bizible, Salesforce and Pardot along with tight Marketing/Sales Ops alignment.
QASymphony Marketing leverages a Sirius Decisions Waterfall methodology when designing, measuring and reporting strategies for integrated marketing campaigns. This means our our primary KPIs include leads, MQLs, SQLs, Pipeline ARR and closed won revenue. Secondary KPIs included campaign level metrics such as click through rates, conversions, # of calls/emails, traffic and rankings. Since March 2016, this ‘Ditch and Switch’ integrated campaign has driven over 1,600 leads, more than 1 million dollars in pipeline and is on track to close more than half a million dollars between now and H1 2017.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).
- Leveraged a Sirius Decisions Waterfall methodology when designing, measuring and reporting strategies
- Campaign spanned across more than 7 marketing channels/mediums
- Since 3/16, this campaign has driven over 1,600 leads
- Since 3/16, this campaign has driven over 1 million dollars in pipeline
- This campaign is on track to close more than half a million dollars between now and H1 2017
- Measured performance on Google Analytics, Bizible, Salesforce and Pardot along with tight Marketing/Sales Ops alignment