Lead generation is one of the top challenges for the modern B2B organization. In part, that’s because marketers have yet to pin down the most effective practices, media, and technology. Rather than see their budgets bottom out, many organizations augment their programs with help from a third-party agency. At TechnologyAdvice, we specialize in B2B marketing and lead generation for business technology companies. We build relationships with vendors, learn their products, and connect buyers with the best solutions for their needs. In this case study, we’ll outline a recent success story from one of our clients — Wrike (Project Management Software)
Based in Mountain View, California, Wrike is a popular project management application service provider. Their primary product is an online tool for project management and work collaboration with notable enterprise customers such as PayPal, Hootsuite, Hawaiian Airlines, and HTC.
Wrike has quickly grown over the past year with the launch of a few new features and integrations. As they have looked to fuel their growth, they were hoping to be proactive and educate companies about the importance of work management and collaboration best practices.
Wrike partnered with TechnologyAdvice in the winter of 2016 to create a program that would drive both TOFU and BOFU leads for their sales team.
TechnologyAdvice built a healthy mix of both outbound and inbound campaigns for Wrike that have become an integral part of their marketing strategy. As a result of “the great work of TA experts who collect information about what leads we are looking for” — they received highly targeted leads that were ready to discuss their needs and how Wrike satisfies them. The outbound campaign looked at leads based on the following criteria:
“Using the information provided by TechnologyAdvice, our SDR’s can quickly adapt their script to the particular lead. Knowing their needs beforehand helps personalize positioning of our brand. This approach allows us to convert more TechnologyAdvice leads faster.” - Alex Kharitoshin, Wrike Lead Generation Manager