Cross Sale Campaign with Increased Pipeline Velocity

The sales leader in higher education was looking for a 2H push to close out the year in her library buying center. Marketing was seeing high engagement in this buying center for themes in information literacy, first year experience, and digital citizenship. There are 3 products that align to these themes.

Together with the sales leader, we conducted a white space analysis to see great opportunity where universities had purchased one product in this thematic cluster, but not the other 3. From there, we pulled the names of the accounts and buyers, and marketing enriched the potential prospect pool with new names, creating a larger segment.

Lastly, we focused on product marketing assets, with the marketing KPI of increasing the velocity of the sale.

Since we saw great results, we scaled this approach into K12 and Public library and trained all sellers and marketing program managers on the system.

Results:
✔ $375,000 in 6 weeks
✔ 58% of all deals were marketing originated
✔ Marketing originated deals were 10% larger than sales originated deals