Account-based marketing and automation for a financial data platform
Project
Overview
Our client provides financial institutions with real-time access to normalized financial data from accounting, banking, and e-commerce platforms. Their Accounting Data as a Service helps organizations streamline financial decision making, particularly in the areas of lending, banking, and payments.
Sales and Patnerships
Revenue Operations
With few established processes and no automation in CRM, marketing and sales teams struggled to scale and iterate their processes.
The existing tech stack consisted of multiple platforms that did not integrate well, limiting our client's ability to track KPIs and accurately report on revenue.
With limited visibility into marketing and sales pipelines, the sales team was unable to convert sales-ready leads into customers.
Metriqal migrated and organized over 10,000 records from the existing Zoho database into HubSpot. During this process, we created custom properties, assigned correct lifecycle stages, set up lead scoring, and developed detailed reports and dashboards to ensure accurate monitoring of the sales funnel.
We set up comprehensive funnel automation to ensure that leads move through the funnel accurately and efficiently. With powerful workflows to route the right leads to the sales team at the right time, the database was optimized to increase revenue.
In addition to providing extensive process documentation, Metriqal conducted live training sessions with the marketing and sales teams. These sessions covered creating marketing materials, following up on sales leads, managing deals in the Sales Hub, and using playbooks and sequences.
Results
Provided insight into lead generation and revenue channels, highlighting the top-performing sources for acquiring leads and closing deals.
Improved visibility into campaign performance and revenue impact by consolidating data and developing detailed, customized dashboards for marketing and sales teams.
Aligned marketing and sales processes to move leads smoothly through the sales funnel, optimize timing, and improve conversion rates.
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