Case Studies Archive | Heinz Marketing

Case Study: A Strategic Phased Approach to GTM Orchestration & Alignment

Brittany Lieu — Fri, 23 May 2025 15:04:04 +0000

Case Study:

B2B Marketing Orchestration: A Strategic Phased Approach to GTM Alignment

Driving Global Marketing Precision and Efficiency for a Digital Forensics SaaS Leader

Introduction

For fast-scaling SaaS enterprises, seamless global marketing alignment is critical to supporting growth and operational excellence. Our client, a leader in digital forensic solutions, was facing challenges typical in global organizations: inconsistent workflows, undefined ownership, and inefficiencies across regions.

These issues hindered their ability to deliver timely, cohesive marketing initiatives at scale. They needed a well-orchestrated approach to unify their marketing operations, enabling predictable growth, stronger regional alignment, and a scalable structure.

This case study highlights how our targeted strategy transformed their marketing team into a streamlined, agile, and high-impact unit, capable of effectively navigating the complexities of a globally dispersed marketing team while driving consistent results across all regions. Through a comprehensive audit and a focus on operational excellence, we have set the foundation for their ongoing success.

Operational Complexity in Global Marketing

Our client’s highly distributed marketing structure posed a number of critical challenges that restricted their potential for agile and predictable growth:

Fragmented Workflows Across Regions: Operating across multiple regions, the client’s marketing processes were inconsistent and often disconnected, leading to execution delays and complicating cross-regional alignment.
Ambiguity in Roles and Responsibilities: Without clearly defined roles, marketing initiatives often encountered bottlenecks, with ownership unclear for key tasks. This created inefficiencies and slowed down campaign rollouts.
Prioritization of High-Impact Work: The client’s teams were constantly at capacity, struggling to prioritize initiatives that could deliver the most impact. This hindered their ability to focus on quality over quantity in their marketing efforts.
Scalability and Predictability in Marketing Operations: As the client’s global presence grew, they needed a marketing operation that could scale effectively and consistently support their expansion without sacrificing efficiency or predictability.

These issues underscored the need for a structured, collaborative, and reliable framework that could support their continued global growth and enable their teams to deliver impactful results.

Operational Alignment and Process Standardization

To address the client’s complex needs and achieve sustainable improvements, we deployed a targeted, phased approach focused on diagnostic insights, operational alignment, and process standardization.

Phase 1: Diagnostics and Operationalization Planning

Stakeholder Engagement and Pain Point Analysis: We worked closely with key stakeholders across regions to uncover workflow pain points and inefficiencies through in-depth individual and team interviews, along with a process audit. This diagnostic phase gave us valuable insights into their perspective, helping us capture the specific operational challenges impacting each team’s workflow and overall global marketing effectiveness.
Crafting a Tailored Operationalization Plan: We developed an operational plan centered on the client’s goals for regional alignment, scalability, and streamlined workflows. This plan provided both immediate solutions for ongoing projects and long-term strategies for growth and operational alignment.

Phase 2: Process Optimization and Adoption

Defining Roles and Accountability with a RACI Matrix: To address role ambiguity and ensure accountability, we introduced a RACI matrix, outlining roles and responsibilities for each marketing initiative across teams. This provided structure, clarity, and ownership.
Streamlining Workflows with Standardized Templates and Processes: We designed comprehensive, end-to-end workflows and campaign templates from planning to execution and optimization, allowing teams to operate more efficiently and maintain consistency across regions. Prioritization tools and processes were introduced to support high-impact decision-making, separating ad hoc workflows to initiatives that will ultimately contribute to the client’s business goals.
Implementing Monday.com for Enhanced Project Management: Recognizing that Monday.com was underutilized, we introduced new ways to maximize its effectiveness. We created function-specific project templates to streamline onboarding and establish consistent workflows. Additionally, we set up automation rules to link tasks and set reminders, providing crucial guardrails for project governance. To support cohesive collaboration, we also structured SharePoint as a central repository, ensuring teams could easily access shared information across regions.

Our approach provided the client with an operational structure designed for global adoption, coordination, process efficiency, and scalability, enabling them to navigate their complex marketing landscape with ease.

Scalable Efficiency and Cross-Regional Agility

Our engagement fundamentally strengthened the client’s marketing structure, establishing scalable processes and efficient workflows that are now fully equipped to support and drive their global expansion goals:

Enhanced Collaboration Across Regions: With clearly defined processes and improved communication channels, teams across regions were aligned, resulting in streamlined collaboration and smoother project execution.
Increased Efficiency and Defined Ownership: The new RACI matrix and standardized workflows removed bottlenecks, clarified ownership, and accelerated the execution of marketing initiatives. This led to faster project completion and minimized delays.
A Scalable, Predictable Framework for Growth: Through a structured operational framework, the client’s marketing team became more agile and equipped to scale in alignment with the company’s global growth trajectory.

This strategic marketing orchestration initiative has truly revitalized our client’s marketing function, turning it into a cohesive, agile, and scalable team ready to embrace future growth.

With a solid operational framework now in place, the client is well-equipped to accelerate their expansion efforts, ensuring that every marketing initiative is executed efficiently and makes a meaningful impact. This transformation not only boosts their marketing capabilities but also reinforces their position as an industry leader in digital forensics.

Our marketing orchestration efforts have refined the client’s marketing function, leading to clearer roles, better communication, and more efficient project execution. As a result, the team is now more aligned and responsive, positioning them to capitalize on growth opportunities and enhance their standing in the industry.

With our expertise in developing scalable marketing solutions, we’re ready to help organizations streamline operations, boost collaboration, and set the stage for future success. Start by assessing your current marketing effectiveness with our Marketing Orchestration Scorecard.

Download a copy of the case study now!

If you’d like to discuss your score or learn more about how we can assist you in enhancing your marketing efforts, let’s connect!

The post Case Study: A Strategic Phased Approach to GTM Orchestration & Alignment appeared first on Heinz Marketing.

Case Study: The Power of Marketing Orchestration

Lisa Heay — Thu, 03 Apr 2025 23:57:25 +0000

Case Study:

The Power of Marketing Orchestration

How a global SaaS company accelerated time-to-market, boosted team productivity, and scaled operations with an integrated workflow

Introduction

Our multinational SaaS client struggled to create an effective streamlined workflow for years. They wanted to completely overhaul their campaign planning to execution process.

With global operations and a 200-person marketing team they were facing a multitude of issues that kept them from working efficiently and getting to market on time. There were significant cross-functional breakdowns in communication, frequent changes to work causing delays, and growing complexity with the introduction of new teams and changing project management platforms.

This is not a unique issue. In fact, Gartner found 84% of marketers experience high ‘Collaboration Drag’ due to the complexity of cross-functional work caused by longer buying cycles and larger buying committees. All of which makes the internal process for marketing and sales more complicated.

That’s where marketing orchestration comes in. At the start of the engagement, we developed a game plan for extensive discovery including a two-day onsite workshop to really immerse ourselves in their process and to understand the pain points with their current workflow. We provided an effective, streamlined approach to get to market. Efforts and teams were coordinated and realigned, roles and responsibilities were clarified, resulting in work being done more efficiently.

In addition, change management was a key piece of the engagement, especially given the large size of the GTM team. We developed a customized approach to ensure each team was involved in the process, from providing feedback to reviewing the frameworks and workflows being developed. Lastly, extensive training and testing was vital to ensure the success of the workflow for the client.

Go-to-Market Challenges

Our SaaS client was facing numerous challenges that kept them from working efficiently, delivering on-time and being a productive, cohesive team.

The key challenges were:

Complex Team Structure: Large marketing team across numerous functions, business units, geographies, and leadership.
Previous Failures and Change Fatigue: Multiple failed attempts to create a planning-to-execution workflow. This resulted in change fatigue and lack of trust in other teams/leadership.
Cross-Functional Communication Issues: There were strong processes within teams, but significant breakdowns between teams, particularly between planning and execution teams.
Frequent Changes to Work: Planning teams frequently changed details late, negatively impacting execution capacity and timelines.
Inconsistent Work Requests: Planning teams did not provide consistent information necessary for execution. Resulting in back-and-forth communication, which slowed down projects.
Growing Complexity: Introduction of new teams and changing project management platforms added further challenges.

Each challenge was carefully considered and addresses properly with all internal stakeholders through the workflow development process. This built trust between us, and everyone involved in the engagement, which in turn led to rebuilding trust between the teams and leadership.

Based on an audit of our clients, we found that the majority struggle with undefined roles and unarticulated expectations and processes the most.

From the Heinz Marketing GTM Readiness Assessment analysis

Our Framework for Seamless Marketing Orchestration

Our approach to Marketing Orchestration consists of four key components:

Strategic Alignment & Planning: Goal frameworks, targeting and theming, budgeting, briefing process
Roles & Process: Planning to execution workflow, RACI, ecosystems and org charts
Project Management Tools: Templates, data requirements, budget allocation, tech stack
Communication & Collaboration: Key hand-off processes, SLAs, meeting cadences, communication channels, process documentation

We used these four components to categorize the issues and challenges the customer was facing. From there we can formulate a tailored strategy to address each challenge effectively.

The tailored strategy for this client included:

Discovery Phase: In-depth analysis via an onsite workshop and interviews, to identify the root causes of communication and workflow breakdowns. We presented our findings to senior marketing leaders, with the goal of driving additional supporting changes, while we worked on the workflow.

Workflow Mapping: We held collaborative working sessions to design a comprehensive, logical timeline for campaign planning and execution. This included key communication points, supporting documentation, and structured processes.

Workflow diagram for the campaign to execution process.

Ecosystem Chart: Documents how different teams, functions, and departments work together throughout the campaign planning to execution process. A helpful visual to see where communication needs to happen.

Ecosystem diagram we developed to document how teams, functions, and departments work together throughout the process.

Change Management: Consisted of engagement with stakeholders, training sessions, and structured testing of the new process. In addition, to ensure effective change management we:

Developed structured communication plans to all levels of the marketing organization and stakeholders
Engaged leadership as key sponsors throughout the engagement
Ensured alignment from top-down
Assessed risks and surfaced potential issues to leadership so they could be dealt with
Assessed organizational readiness and the ability of both the organization’s operations and culture to adopt new processes
Supported implementation of the new Project Management tool
Developed and implemented testing plans to fix bugs prior to a full launch
- Initially tested a portion of the workflow with a small team (i.e., developing a content asset)
- Held weekly check-ins to document and discuss issues or bottlenecks
- Implemented fixes during the test
- Reviewed workflow post-test to implement broader changes and communicate them to the broader team, once finalized

Supporting Documentation: Below is the additional documentation we developed to support the campaign planning-to-execution workflow.

“Engaging teams early in the process allowed us to gain their trust and buy-in. We listened to their concerns and asked for their feedback, keeping what worked and improving on what wasn’t.”

Manager, Planning and Performance

Streamlined GTM Motion and Productive Teamwork

We were able to successfully implement a fully integrated, scalable campaign planning-to-execution workflow with the following results:

Consistency and Predictability of Work: Key for accurate capacity planning, ensuring quality, and retaining talent.
Improved Communication: Ensured cross-team communication was seamless and predictable.
Trackable SLAs: Developed systems for managing and tracking work with clear SLAs.
Sustainable, Scalable Process: Created a process that would allow for future iterative improvements, rather than full reboots, as the organization continues to grow
Better Team Integration: Newly added and longstanding teams alike were able to have far greater clarity and more efficient operations.
Iterative Setup: The process was set up to avoid reboots and focus on iterative improvements into the future.
Productive Workforce: Teams are more productive with a realistic view of capacity and resources. Better work is produced with greater efficiency and overall moral improved.

In addition, there were a handful of improvements to the client’s overall workflow management process and team morale including:

All work routed through consistent intakes, allowing for predictability and prioritization of work.
Implemented a testing protocol to identify and resolve bugs, solving numerous communication issues.
Ensured buy-in across the marketing organization.
Improved activation of Workfront for PMing both internal and external teams.
Improved overall project management integration into marketing processes.
Clarified the complexity of their marketing efforts and team structure.

Download a copy of the case study now!

We’ve seen firsthand how quickly complexity can escalate. Many moving parts, high internal visibility, and intricate team structures often lead to challenges in coordination and execution. While there isn’t a one-size-fits-all solution, we’ve identified key best practices that increase time to market, supports scalability, and enables a productive (and happy) workforce.

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Influitive

Michelle Voznyuk — Tue, 28 Nov 2023 16:20:39 +0000

Case Study: INFLUITIVE

Harmonizing Efforts for a Seamless ABX Approach

How Influitive leveled-up their inbound marketing engine to accelerate growth

Introduction

Looking to layer in an ABX motion on top of their successful Inbound engine, Influitive needed a B2B SaaS expert to help accelerate and de-risk their transition to ABX. As that trusted partner, Heinz Marketing provided the Influitive team with the strategic guidance and tactical support to launch a repeatable and scalable ABX motion.

To help drive demand acceleration, Heinz Marketing used B2B SaaS industry best practices to support key marketing foundation (aka Predictable Pipeline) development and launched an ABM focused, omni-channel campaign. This involved developing processes and training sales and marketing teams around a cohesive account-based approach.

“It can be easy to bring on a partner and you wind up doing more work—helping them do what they need to do as opposed to leveraging them as a force multiplier. Heinz Marketing actively contributed to the project, digging into the platforms we use with little oversight, delivering something that was market-ready. They were hands on and worked alongside our team to execute. This allowed our internal team to work on other critical tasks and operate at a higher level of efficiency.”

Aaron Dun

Fractional Demand Gen Leader

Influitive

Laying the Groundwork for Building Predictable Pipeline

Heinz Marketing audited Influitive’s approach and identified a need to develop foundations for their inbound marketing engine. This included identifying the sweet spot in their target market and defining the buying committee. Aligning with sales on these was very important for a successful ABX approach and growth acceleration. Heinz Marketing interviewed various team members at Influitive, all the way from leaders to client and prospect facing teams to really understand the pain points of their target audience for a solid messaging piece.

Once this foundational blueprint was in place, an ABX campaign was developed to test the foundations and the processes with the sales team. The campaign was designed to help increase engagement and penetration of target accounts and accelerate pipeline creation. With a lean team, it was crucial to prioritize marketing and sales alignment to allow them to work efficiently. Focusing on pulling the right target accounts into the funnel in a more consistent, predictable way to improve the quality of leads and opportunities, leading to more wins. An ABX rollout playbook was also developed for the sales team to align on the work done and the changes that would come in the sales process. This campaign would act as a sales pilot program for the team to see how both marketing and sales process and engage with leads and accounts based on the new changes.

“I loved working with Heinz Marketing. We were very lucky to have so many people from the team on each call. Having the strength in numbers and the overall organization of the engagement was great.”

Dylan Yip-Chuck

Demand Generation Manager

Influitive

Launching into ABM

With their marketing foundations in place, Influitive launched its ABM campaign designed to engage leads and accounts with a brand-new approach. With Heinz Marketing’s support, the Influitive team monitored workflow efficiency, made sure the right target account members were being engaged, and channel budgets stayed within range. As technical issues arose, Heinz Marketing was able to jump in and work with the marketing team to resolve issues quickly.

There were multiple check-ins with the sales team to discuss what is working and what needs a pivot, opening opportunities to better align the sales and marketing teams.

“We really appreciated the frameworks and processes that the Heinz team brought to the table. They outlined their approach, the work that they do, and how long it was going to take. This made it easy to understand how it was going to play out and assess, “hey, is this what I need?” Having that understanding of what we’re going to see on the other side, made it an investment worth doing.”

Aaron Dun

Fractional Demand Gen Leader

Influitive

About Influitive

Influitive is the leading engagement platform for driving business growth by developing and scaling brand advocacy. Their unique combination of targeted and personalized content, recognition and rewards will improve any business outcome, and is ideal for creating thriving advocacy, community and loyalty programs for customers, partners and employees. For more information, visit www.influitive.com.

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PathFactory

Michelle Voznyuk — Wed, 01 Nov 2023 18:59:49 +0000

Case Study: PathFactory

Generating Demand with Data-Driven Content & Personalization

How Heinz Marketing helped PathFactory enhance their customer experiences

Introduction

PathFactory, a marketing technology company, specializes in content insights and activation solutions that elevate B2B customer experiences through personalized engagements. In a longstanding partnership with Heinz Marketing, they jointly develop industry-focused guides, e-books, webinars, and more to empower B2B sales and marketing professionals.

Additionally, PathFactory collaborated with Heinz Marketing to produce three impactful case studies, showcasing the benefits of their new content intelligence feature, Website Tools. These case studies, derived from customer interviews, offer real-world use cases, compelling narratives, and valuable insights, effectively raising awareness about Website Tools among potential and existing customers.

“The Heinz Marketing team was professional and personable. We were kept informed throughout the project, which was very organized and well-managed. The team interviewed the right customers in a timely manner, found compelling customer narratives to feature in new case studies, executed an insightful webinar presentation, and published a related blog. The project met our expectations, and we look forward to working with Heinz Marketing again in the future.”

Christine Polewarczyk

SVP Product Marketing and Research

PathFactory

The Challenge: Enabling Customers Through Self-Service Content

In today’s B2B landscape, buyers are self-directed and prioritize independent research and information gathering before making purchase decisions.

Marketers face the challenge of creating a self-service environment where prospects can easily find the information they need when they need it. To address this, marketing solutions must evolve towards intelligent content delivery systems capable of predicting and delivering the most relevant content to facilitate a swift and informed buying journey.

Recognizing this growing need, PathFactory introduced its innovative solution: Website Tools, which includes features such as:

Utilizing AI for website content analysis to provide insights into user engagement patterns and visitor interactions.
Offering dynamic recommendations for the optimal next-step content to facilitate self-exploration.
Transforming the B2B buying journey with intuitive pathways from initial interest to decision-making.

Utilizing the Power of Case Studies as Social Proof

To showcase real-world applications and the potential of Website Tools, PathFactory collaborated with Heinz Marketing to highlight the impacts through a series of case studies grounded in actual user experiences.

Phase 1: Identification and Outreach

Identified five distinctive customers using Website Tools for varying durations
Drafted individualized emails to each customer
Explained the objective of the interview
Invited them to share their experiences willingly and candidly

Phase 2: Response and Planning

Acquired positive responses from the customers
Created a structured yet flexible interview framework
Prepared an interview document
Focused on: satisfaction levels, changes in customer engagement patterns, influence on web session durations, repeat visitor rates

Phase 3: Conducting Interviews

Facilitated interviews echoing individual client journeys with Website Tools
Included discussion points on initial onboarding processes to dynamic adaptations guided by intelligent recommendations from Website Tools

The Process: Understanding the Needs of the Customer

To accurately depict each customer’s journey with Website Tools, we maintained continuous communication with customers while creating case studies that spotlighted key moments where the tool transformed their experiences. Similarly, regular check-ins with the PathFactory team ensured timely progress towards our goals and deadlines.

Each case study began by outlining the client’s background and the initial challenges that led them to choose Website Tools. We then illustrated the transformation achieved through Website Tools by blending analytical data with personal testimonials, emphasizing improved user engagement reflected in longer session durations and increased repeat visits. The studies concluded by reaffirming clients’ satisfaction and their eagerness to leverage upcoming enhancements from PathFactory.

The Results: Driving Demand Through Personalized Content

As a result of our interviews, the approved case studies are now published on PathFactory’s website.

In addition to the three case studies, Matt Heinz, President of Heinz Marketing, with Christine Polewarczyk, SVP Product Marketing and Research at PathFactory, collaborated and conducted a joint webinar titled “Personalization at Scale: How to Leverage Content Intelligence for Engaging B2B Customer Experiences”.

Lastly, the project concluded with a blog post on the Heinz Marketing website highlighting the role of content intelligence tools in achieving large-scale personalization that you can find here: The Path to B2B Personalization at Scale: Using Content AI, Automation and Analytics to Optimize Journeys.

About PathFactory

Leading enterprise and mid-market B2B companies use PathFactory to accelerate nurture, improve win rates, and understand content performance by delivering intelligent content experiences and virtual events across the buyer’s journey. Using insights and automation to connect people with content, PathFactory removes friction for B2B buyers. PathFactory was recently recognized by Deloitte as one of North America’s Technology Fast 500 and Canada’s Technology Fast 50 companies. It was also named the 2020 Top-Rated Content Marketing Software by TrustRadius, a Summer 2020 Content Experience Leader by G2, and a 2019 Cool Vendor in Technology Marketing by Gartner. Learn more about PathFactory’s Intelligent Content Platform and the companies that use it at PathFactory.com.

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MW Industries

Michelle Voznyuk — Fri, 02 Jun 2023 21:21:57 +0000

Case Study: MW Industries

Removing Bottlenecks to Increase Marketing Efficiency

How a marketing overhaul and detailed approach to content and channel strategy accelerated growth for MW Industries

Introduction

MW Industries approached Heinz Marketing to help accelerate the impact of its demand generation and pipeline development programs. The goal was to create a more predictable go-to-market approach that could increase velocity and conversion of key accounts in the manufacturing industry.

At the time, MW Industries was dealing with long, complex sales cycles and highly technical buyers that were skeptical of marketing and sales. They knew they needed to build a precision marketing engine that could speed up sales and conversion of key accounts but lacked the bandwidth to develop and execute such a program.

MW Industries searched for a partner in the B2B marketing space who understood the manufacturing industry and could help create an action plan. This involved developing marketing strategies and providing recommendations; like how to target the right type of customer, what content resonates and should be used for each channel, what sales enablement tools/resources are needed to ensure effective lead management, and how to generate the right leads through the sales pipeline to reach their quarterly revenue goals.

“[The Heinz Marketing team] were all fantastic. Communication was great and they were very responsive. Probably one of the most important things is that whatever was promised was delivered upon and specifically tailored to us. Additionally, the team remained committed to us until the end and made sure that we got the things that were contracted for even beyond our original timeline. That was really impressive.”

Julie-Anna Dietz

Senior Marketing Manager

MW Industries

Transforming Sales Performance and Generating a More Predictable Pipeline

On two occasions, MW Industries hired Heinz Marketing as a support role and extension of their team.

The first project (2020) was a 6-month engagement that focused on developing the Predictable Pipeline foundations for their Life Sciences division and ended with the successful launch of a multi-channel ABM campaign. As a part of the engagement, Heinz Marketing dove into the accounts most likely to respond to MW Industries’ manufacturing story, products, and offers. With a detailed understanding of their target audience, Heinz Marketing developed specific criteria for account selection and defined the personas and buying committee.

Heinz Marketing also assisted in refining messaging, creating, and repurposing net new and existing content, developing the buyer’s journey, evaluating resources and technology, and determining key success metrics.

After a very positive experience with MW Industries asked Heinz Marketing to re-engage on their components business to help them develop their Ecommerce go-to-market program. A comprehensive strategy was created to increase demand generation and nurture leads with engaging email streams, abandoned cart nurtures, and repeat purchase campaigns. In addition, a content matrix tailored to each stage of the buying journey for buying committee members was created to stimulate internal conversations and accelerate the decision to purchase.

The support went beyond just strategy. Regular engagement and execution support for MW Industries’ marketing team was provided. The Heinz Marketing team monitored monthly and quarterly metrics to ensure continued success and coordinated other campaign components.

The result was a multi-channel enterprise marketing demand generation effort that continues to help MW nurture and convert leads.

“From developing a unique strategic program for our newly launched ecommerce experience to supporting us in campaign execution, the Heinz Marketing team has been collaborative partners every step of the way. Over the last few years, we’ve been able to lean on their marketing expertise as we continue to expand as an enterprise.”

Julie Barakat

Vice President of Marketing

MW Industries

Creating Impact and Measurable Results

With a keen eye on budget and continual adjustments, the Heinz Marketing team enabled MW Industries to jumpstart their marketing efforts with scalable programs.

First, the focus on content assets paid off in a big way. Heinz Marketing significantly increased the number of executive summaries, white papers, data sheets, and educational content tailored to buying committee personas for MW Industries’ Life Sciences division. This led to increased engagement over a long sales cycle.

Second, Heinz Marketing helped deliver exceptional results for post-purchase emails for the MW Components division:

Open rates were 28% for the first email and 23% for the third email, compared to an average of 14.29% for manufacturing and distribution.

Third, an NPS survey strategy was employed to gain customer insights that helped validate digital marketing efforts. Customer comments provided even more data to make informed decisions based on their needs and wants, rather than just theories.

The overall NPS score was an impressive 67 for the MW Components division which is among the top quartile.

But perhaps the biggest non-data benefit, according to MW Industries, was that Heinz Marketing was able to provide significant resources to help MW Industries achieve more than they could have on their own. It’s a testament to the power of collaboration and teamwork. As MW Industries put it, “Heinz Marketing is a true extension of our team.”

About MW Industries

MW Industries is a precision component and product manufacturer that stops at nothing to help today’s engineers realize their design objectives. MW Industries is fundamentally about three things: creating the highest quality specialized components and high-precision products, simplifying the complexity of managing them, and giving our customers the absolute best service. For more information, visit mwcomponents.com.

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Vera Whole Health

Orbit Media — Fri, 05 May 2023 19:30:14 +0000

Case Study: Vera Whole Health

When Healthcare Marketing Needs a Booster

How an account-based model positioned Vera Whole Health for long-term success

Introduction

It is a challenge to engage with a complex buying committee in the crowded healthcare industry—even when your offering is the category leader. That was the case for Vera Whole Health, a Seattle-based organization leading the critical shift to value-based care across the United States.

When the company decided to make the shift to Account-Based Marketing they searched for a partner to help them build a best-practice approach to set them up for success. They had an internal two-person marketing team, an Inbound marketing agency delivering high-quality MQL’s and a solid relationship with sales.

“When we talked to Heinz Marketing, what clicked immediately for us was talking about strategy, collaboration, framework, and working as a partner. Everyone else talked about lead generation. But we wanted the consultative approach: someone to teach us about strategy and how to do the work on our own.”

Susan Curhan

VP Marketing

Vera Whole Health

Empowering vs. Executing

Vera hired Heinz Marketing to develop a full-funnel Account-Based Marketing (ABM) program that they could continue to implement on their own after the engagement was over.

The goals were not unusual: increase sales, improve funnel progression and conversion, and reduce customer acquisition costs. Heinz Marketing educated the marketing and sales team about Account-Based Marketing and developed repeatable and scalable processes for Vera to use on their own.

To achieve their long-term goals, the team at Vera Whole Health needed help determining and refining their target market. They also needed processes to be developed, socialized, and implemented across revenue teams, and they wanted to improve the lead qualification process.

For this engagement, Heinz Marketing developed:

An account-driven ideal customer profile, buying committee profile, and key buyer personas
A full-funnel, multi-channel ABM program that addressed key personas at specific stages of the buyer’s journey and complemented outbound sales efforts with inbound marketing programs
A comprehensive content audit that exposed gaps in top of funnel messaging and identified areas of opportunity

“Our engagement with Heinz Marketing was a catalyst for learning from day one. They gave us a set of frameworks that we continue to use. And they facilitated conversations and collaboration between sales and marketing so that marketing is now viewed as a valuable partner helping to achieve company goals.”

Adrian King

Program Manager-ABM

Vera Whole Health

Post-Engagement Results

Since partnering with Heinz Marketing, Vera Whole Health reported that:

Marketing is confidently implementing programs on its own. The marketing team uses the original ABM program as a template for campaigns across multiple industry channels.
ABM campaigns are now the primary source of marketing-generated opportunity revenue. Inbound marketing leads are converting better with a full-funnel approach.
Account prioritization gave marketing the context, knowledge, and insights needed so they could propose a “good / better / best” rubric to the sales team. This helped shift the campaign focus to those accounts more likely to convert.
Sales and marketing have improved collaboration. Sales values the improved engagement by prospects and the qualified opportunities the program delivers.

“The team at Heinz Marketing are pipeline strategy experts and were the unanimous choice following a rigorous search for an ABM partner. They designed and delivered an ABM program that helps us meet target contacts where they are in their buying journey and generate leads. The program has delivered. They are great collaborators who deliver on their commitments.”

Susan Curhan

VP Marketing

Vera Whole Health

About Vera Whole Health

Vera Whole Health is leading the critical shift to value-based care across the United States. Vera is the only care model with the capability to deliver whole health to a diverse patient population from a single care center. The Vera Whole Health model is uniquely designed to help people achieve optimum social, psychological, and physical well-being – an outcome that is neither probable nor affordable within the current sick-care system. For more information, visit verawholehealth.com.

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Market Leader

Michelle Voznyuk — Wed, 01 Mar 2023 22:15:42 +0000

Case Study: Market Leader

Market Leader

How Heinz Marketing helped Market Leader build strategic marketing programs during a time of internal turnover

Introduction

Sarah Daniels previously served as Chief Marketing Officer leading all marketing initiatives for Market Leader, including expanding services to customers, and building brand awareness. Previously, Daniels served as Vice President of Marketing and Sales for DreamBox Learning, a highly innovative and award-winning education software company. Prior to this, she served for six years as Vice President of Marketing and Product Management at Aventail Corporation, a network communications company. Daniels has also been an entrepreneur, co-founding two software companies and successfully selling both. She holds a BS in mathematics from Yale University, and an MBA from Stanford University, where she was an Arjay Miller Scholar.

Describe your business and what you do?

Market Leader provides more than 70,000 real estate agents, teams and brokerage companies with a complete lead-to-close marketing and technology system that enables them to grow and manage their business. Founded in 1999 by a second-generation real estate agent, Market Leader enables success for its customers with subscription-based real estate marketing software, a complete contact management system and advertising products that enable them to generate a steady stream of prospects, plus the systems and training they need to convert these prospects into clients.

What objective did you have in mind that led you to seek outside help and Heinz Marketing specifically?

Heinz Marketing has been valuable on a number of different projects for us, including public relations, customer engagement, business development, and many others that have come up during our relationship. What I really appreciate about Matt and his team is their ability to put on a strategic hat to think through a wide variety of problems and then being able to roll up their sleeves and help us implement those projects. When I joined Market Leader, we were already working with Heinz Marketing. As the new CMO, I got to see their work first-hand, evaluate their progress, and as a result I then chose to continue to have them work on our projects and start new ones as well.

What specifically did Heinz Marketing focus on for your business?

Matt and his team have basically served as our marketing department in a time of internal turnover. They have worked on a broad range of marketing activities for us – from lead generation to PR and sales tools to thought leadership.

What impact did Heinz Marketing have on your business?

As a company, we are going through a period of significant growth and change. The various strategic and tactical programs Heinz Marketing has been involved with have absolutely helped us achieve objectives and grow.

Where did Heinz Marketing surprise you in the value & insights provided?

Matt does a great job of thinking holistically about our whole business and how our various projects fit in to our overall goals. He often surprises me with insights into projects that are slightly tangential to something else he is working on, but valuable none the less.

What’s it like to work with Heinz Marketing?

I really enjoy working with Matt and his team. I am able to have clear, straight-forward conversations built on a foundation of trust and understanding, and know I can count on them both strategically and tactically.

In a referral situation, how would you describe Heinz Marketing and what they can do & enable for another business?

Heinz Marketing can really help with a lot of the strategic and tactical elements of marketing programs, from high-level decisions and planning to the execution of those plans. That broad range of capabilities really makes them valuable.

The post Market Leader appeared first on Heinz Marketing.

WhatCounts

Michelle Voznyuk — Tue, 28 Feb 2023 23:00:00 +0000

Case Study: WhatCounts

WhatCounts

How Heinz Marketing helped WhatCounts increase the effectiveness of their lead generation efforts

Introduction

Brian Ratzliff is the co-founder and leads the WhatCounts team overseeing tactical management and direction for the company. He has over fifteen years experience in building brands, forging strategic relationships, and driving revenue for several Internet pioneers. Some of the companies he has worked with include ESPN.com and Netstock Corporation (Sharebuilder), which became the second fastest growing online brokerage in 2000 (later acquired by ING). He holds an MBA from the Ivey School of Business, University of Western Ontario, Canada and a BA from Trinity Western University in Vancouver, Canada.

Describe your business and what you do?

WhatCounts is an email services provider. We provide a platform for customers in the publishing, travel, and retail space to communicate with their customers through email. I was the President & Co-Founder.

What objective did you have in mind that led you to seek outside help and Heinz Marketing specifically?

We knew Matt from the Seattle interactive community – knew of his background and reputation in online pr & lead gen. We were also familiar with him through HouseValues. We were looking for help in lead generation in core 3 segments – publishing, travel, and retail. Matt came highly recommended, so we didn’t really search for other vendors.

What specifically did Heinz Marketing focus on for your business?

We were looking for certain number of leads within our vertical segments to nurture from prospects into customers. Matt helped generating those leads through various channels – white papers, webinars, partnerships, and paid search, etc. In addition, he also created a Salesforce system to manage those inbound leads.

What impact did Heinz Marketing have on your business?

Our primary goal was to get qualified prospects through our lead generation efforts. Overall, Heinz helped increase our total lead gen number by 50 or 60%. Most importantly was the quality of the prospects the programs generated. They were in our sweet spot as related to our technology offering.

Where did Heinz Marketing surprise you in the value & insights provided?

Having a high volume of low quality leads isn’t valuable to anyone. Matt helped us target our focus, so we may have received a lower overall volume but of higher quality leads that turned into customers at a higher rate leading to increased revenue for our firm.I don’t know if this was so much a surprise, but the insight into the process was really valuable. Half the battle is getting the leads into the sales process, but the other half is nurturing those that aren’t ready to buy immediately and that nurturing was the other piece Matt brought to the table.

What was it like working with Heinz Marketing?

Matt is very creative and process driven. At the end of the engagement, you feel like you’ve received good value for your budget expenditure.

In a referral situation, how would you describe Heinz Marketing and what they can do & enable for another business?

On the lead gen. side, where we intersected with Heinz Marketing, we can attest to a results-oriented, process-driven approach to lead gen. that will be seen as a real value-add to the sales team.

The post WhatCounts appeared first on Heinz Marketing.

TheCity

Michelle Voznyuk — Tue, 28 Feb 2023 00:05:26 +0000

Case Study: thecity

TheCity

How Heinz Marketing became a catalyst for TheCity during a period of aggressive organizational growth

Introduction

Mike Andrews is a senior sales and marketing executive with over 22 years of experience in high technology, primarily with web software organizations. Mike began his career at IBM where he spent nine years in various sales roles. He was then recruited to WRQ, an infrastructure software provider, as a Regional Sales Manager, leading a sales team to consistently exceed its revenue objectives. Over the following ten years Mike served as a Vice President of Sales for three venture capital-backed software companies, including House Values, Inc., GiftCertificates.com and Verdiem Corp. Mike has a demonstrated track record of building teams, exceeding objectives and leading high growth, early stage companies. Mike is currently an elder at University Presbyterian Church in Seattle and also serves on the board of directors of Teleios Ministries.

Describe your business and what you do?

I ran the customer facing functions for The City. The City is a web-based software platform for churches owned by Zondervan, part of News Corporation.

What objective did you have in mind that led you to seek outside help and Heinz Marketing specifically?

We needed help with our strategic marketing and campaign execution support. I have known Matt for 10+ years and, having worked with him previously, he had a proven ability to do great work on a marketing strategy level and then executing against that strategy. I chose Heinz Marketing because I trust Matt and his team and I knew quality of work and value they deliver.

What specifically did Heinz Marketing focus on for your business?

Matt and his team basically served as our marketing department in a time of internal turnover. They worked on a broad range of marketing activities for us – from lead generation to PR and sales tools to thought leadership.

What impact did Heinz Marketing have on your business?

We experienced aggressive growth in sales and I can point to Matt and his team as a catalyst for that growth through their marketing efforts.

Where did Heinz Marketing surprise you in the value & insights provided?

Matt is always thinking ahead and looking at the opportunity beyond what’s immediately in front of us. He thinks about the business strategically and then executes.

What was it like to work with Heinz Marketing?

Our relationship was based on trust – I know if there’s something I need done it will be completed on time and in a high-quality manner.

In a referral situation, how would you describe Heinz Marketing and what they can do & enable for another business?

Heinz Marketing is focused on delivering tangible, quantifiable results – not the touchy-feely, hard-to-justify stuff. Matt and his team achieve measurable objectives like sales, increased market share, etc.

The post TheCity appeared first on Heinz Marketing.