RapidValue Solutions - Marketing Department of the Year
Company: RapidValue Solutions, Pleasanton, CA, USA
Company Description: RapidValue is a leading provider of end-to-end mobility, omni-channel, IoT and cloud solutions to enterprises worldwide. Armed with a large team of experts in consulting, UX design, application development, testing, we offer a range of digital services across various industry verticals. With offices in USA, UK & India, we deliver our services to the world’s top brands and Fortune 1000 companies.
Nomination Category: Marketing Organization / Professional Categories
Nomination Sub Category: Marketing Department of the Year
Nomination Title: RapidValue Marketing Team Upsurges Revenue Generation
Tell the story about what this nominated organization/department has achieved since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
In 2016, RapidValue’s marketing team followed an aggressive marketing strategy to increase demand generation and strengthen company’s positioning globally. The team rolled out a new Revenue Performance Management (RPM) program that focused on improving revenue through continuous analysis and optimization of sales and marketing processes. All marketing programs from content & digital marketing to social media, events and awards were aligned with demand generation.
Firstly, Marketo was implemented in two weeks and in the first month a central repository of 100+ emails was created. Around 50 campaigns were run globally in the first three months and closely monitored. Lead nurturing campaign and lead scoring helped the sales team focus on the hottest leads which improved their productivity.
Within six months of implementing the program, following results were achieved:
- Average email open rate of 19% and click rate of 2.5% (at par with the industry average and thrice the company past average).
-60% contribution to the sales pipeline while doubling the number of MQLs (Marketing Qualified Lead) as compared to the previous year.
-Average MQL to SQL (Sales Qualified Lead) conversion rate of 18%.
At the core of this program was an integrated plan weaving in all marketing activities, executed completely from conceptualization to implementation to monitoring by the in-house four-member marketing team.
Creating content that sells and matters:
•Published 40 thought leadership articles, 60+ case studies, 15 demo videos, 8 whitepapers / infographics & 6 press releases.
•Whitepaper on test automation ranked among top 50 papers at the 16th Annual Software Testing Conference, 2016.
•Two IoT whitepapers featured on iotone.com.
•Blog posts featured on various forums like medium.com, Tumblr, Penzu.
•Test automation infographic featured on Aberdeen Essentials, a leading American research firm.
As a part of the RPM initiative, these content assets were extensively used across all the marketing campaigns.
Global awards & recognition:
•Key innovators in Field Service Management – MARKETSandMARKETS.
•Listed as a representative vendor in market guide for Mobile Application testing services – Gartner.
•Winner of Mobile App Testing Award- Unicom.
•Best end-to-end digital transformation partner for our flagship product, eQuipMe™- CorpAmerica.
Winning accolades word-wide generated more inquiries and MQLs .
Networking through events and conferences:
•Executed the branding and materials for over 15 worldwide events with over 320,000 attendees.
•Organized a 24-hrs hackathon with a participation of 100+ people across the country.
•Hosted external webinars and various internal sales training sessions.
•Conducted multiple roadshows across the United States (Houston, New York, New Jersey, Philadelphia, Boston, Dallas) and the United Kingdom (London, Manchester) in partnership with Oracle.
20% increase in the sales pipeline as compared to 2015 through events and conferences and 5 client wins.
Co-creating with partners:
•Partnered with Cupola Technology for the go-to-market strategy of our IoT service line.
•Partnered with Microsoft for new technology competency.
Hosted a joint webinar with Cupola for lead generation and won two IoT client projects.
•Developed, supported and monitored completely by the marketing team.
•25% increase in website traffic in 2016.
•Bounce rate reduced by 40% by creating engaging quality content.
•Better SEO visibility.
•Leads provided by website doubled in 2016.
Website contributed 40% of the inbound leads and 5 global client wins.
The RPM initiative has been a huge success in improving company’s revenue and is continuing to yield significant business benefits.
Led by Kavyanidhi Narayan (Head & Director- Marketing), this group of passionate marketers juggles various roles, liaisons with UX designers, developers, stakeholders and supports a 30-member sales team spread across the globe. The team has received multiple awards at the annual global corporate awards since 2013. The team won the “High Impact Team Award” in 2015 and Kavyanidhi herself won the ‘Marketer of the Year’ and ‘High Impact Award’ in 2013 and 2014 respectively. This team has proved that how a small marketing team can make a difference in transforming a three-member startup into one of the fastest emerging companies in the world.
In bullet-list form, briefly summarize up to ten (10) accomplishments of the nominated department since the beginning of 2016 (up to 150 words).
• Achieved 30% increase in revenue growth.
• Optimized total sales cycle length by 25%.
• 5 new clients wins in 2016 through marketing efforts- ENOC, STC, GE Transportation, Hungama Entertainment, York Water.
• Launched AsseteZe, IoT solution suite.
• Created Go-to-Market Strategy for AccuRate, test automation suite. Won two client projects within three months of launching AccuRate.
• Marketing team is responsible for driving sales for solution suite – AssetEze, AccuRate, eQuipMe.
• Ventured into Middle East market (UAE, Saudi Arabia, Qatar, Oman) and Europe (UK, Sweden). Expanded in the US market.
• Received “Special Mention Award” at the 2016 global annual corporate awards.
• Presented and exhibited eQuipMe™ at Oracle OpenWorld 2016, an award winning solution suite of 2015.
• Executed 12 roadshows and executive briefing sessions across USA and Europe in a span of three months to increase brand value and to drive sales.