How a Tech Consultancy Broke Their Lead Generation Plateau and Attracted Global Investors

Bits in Glass Case Study

The Company

Bits in Glass (BIG) is an award-winning consulting firm specializing in business process automation. By leveraging cutting-edge technologies and tailored strategies, BIG enables companies to excel in their markets, driving rapid growth, streamlined operations, and agile adaptability in complex business landscapes.

The Challenge

BIG operates across three primary revenue-driving technology platforms, supported by a suite of supplementary value-add technologies. While the bulk of leads are sourced through the channel partner ecosystem, direct lead generation hit a plateau. This prompted the need for strategic marketing intervention to diversify lead sources, enhance demand generation efforts, and revitalize overall revenue growth.

The Goal

With the objective of securing international investment, BIG sought assistance to:

  • Elevate revenue streams and profitability to attract international investment.
  • Expand pipeline of opportunities fostering sustainable growth and global market presence.
  • Cultivate and refine marketing capabilities to effectively penetrate diverse markets.
  • Develop agile marketing strategies, responsive to dynamic market shifts, ensuring sustained relevance and competitive advantage.

The Results

BIG enlisted Able & Howe’s fMDS services to collaborate with their fCMO, assuming a pivotal role in operational marketing leadership.

Recruited and upskilled 2 new internal marketing team members

Increased website visits by 409% over previous year

Achieved a 368% increase in new website users over previous year

Our Key Responsibilities

Here’s how Able & Howe supported Bits in Glass:

 

  • Conducted an in-depth ASP (audit, strategy, and plan) project for comprehensive analysis of current marketing stack.
  • Completed a thorough competitor analysis to identify opportunities.
  • Developed a Go-to-Market strategy aligned with organizational objectives.
  • Created a tactical marketing plan designed to increase leads and position BIG as thought leaders in the automation industry.
  • Migrated email and marketing automation functions from Pardot to Hubspot.
    • System setup & integration
    • Troubleshooting & error identification and resolution
    • Template design (emails, forms & landing pages)
    • Developed and implemented customized workflows and automations
    • Migrated all content to Hubspot DAM
  • Completed a UI/UX audit with actionable insights to improve website conversion and user experience.
  • Developed key industry landing pages (design & content).
  • Updated content and messaging to better promote BIG’s USP and services.
  • Developed an Account-Based Marketing (ABM) strategy and framework.
  • Collaborated with CEO and executive team on strategic initiatives.
  • Crafted a global social media strategy to align international business units.
  • Provided strategic leadership and oversight for day-to-day marketing operations.
  • Recruited, onboarded, and upskilled key internal marketing team members and vendors.
  • Oversaw all aspects of event marketing.

How it Happened

The collaboration began with a strategic partnership between BIG’s fCMO and A&H’s fMDS to execute a comprehensive ASP (audit, strategy, and plan) project. Upon completing this foundational work, BIG engaged our fMDS to manage day-to-day marketing operations and implement key marketing indicatives to ensure alignment between marketing priorities and business objectives.

Evaluate

Strengths

Bits in Glass has deep technical and industry expertise, enabling them to deliver innovative for complex business challenges across diverse industries and verticals. They are highly regarded within the channel partner ecosystem, and have earned numerous industry awards and accolades, demonstrating their commitment to quality.

 

In addition to core services, Bits in Glass offers value-added technology solutions and accelerators that enhance partner platform functionality. This integration provides clients with a comprehensive and effective technology stack.

 

Their consultative sales approach, focused on understanding and meeting clients needs, has resulted in high client satisfactions and long-term partnerships. This approach has fdrive significant improvements in business performance and efficiency, solidifying their position as leaders in the business process automation consulting industry.

WEAKNESSES

Bits in Glass needed to enhance their internal marketing capabilities by recruiting, onboarding, and upskilling key team members, and third-party vendors, as well as securing a dedicated resources for daily marketing operations oversight. Additionally, refining their brand positioning and messaging was essential to better communicate their unique selling propositions and services, as their current content and design did not fully reflect their technological capabilities and superior service. 

Function Gaps

Bits in Glass relied heavily on channel partners for lead generation, and their direct lead generation efforts had plateaued. They faced challenges with their existing legacy marketing automation system and sought improvements in their lead generation and lead nurturing processes. These gaps highlighted the need for a growth-focused overhaul of their marketing processes. 

Create

  • Developed comprehensive marketing strategy and plan aligned with BIG’s business goals.
  • Created detailed buyer personas based on market research, customer feedback, and demographic data to inform marketing strategies, messaging, and targeting efforts.
  • Developed a thought leadership content strategy focused on establishing the brand as an industry authority and driving brand awareness.
  • Created high-quality, informative content and resources, such as blog posts, whitepapers, and case studies, that address key pain points and challenges faced by BIG’s target audience.

Evolve

  • Partnered with the CEO and executive team to refine strategic initiatives and align marketing efforts with product development and overall business objectives.
  • Conducted a CRO audit on the BIG website and provided detailed and actionable insights and recommendations for overall site design, alignment with brand identity, UX best practices, conversion and SEO optimization.
  • Updated BIG’s messaging and positioning to better promote their USP and services.
  • Completed a refresh of the brand strategy and guidelines.
  • Migrated from the legacy marketing automation system Pardot to Hubspot, developed and implemented workflows and marketing automations, including campaigns, landing pages, and segmented audiences to increase effectiveness and alignment with marketing goals.

Activate

  • Developed an Account-Based Marketing (ABM) strategy tailored to BIG’s target accounts and objectives.
  • Created and distributed press releases to announce significant company milestones.
  • Designed email templates tailored to specific campaigns, target audiences, and stages of the customer journey.

Enable

  • Provided day-to-day marketing operations leadership and oversight through our Fractional MArketing Director.
  • Successfully recruited, onboarded, and trained key internal marketing team members and third-party vendors to improve efficiency and efficacy of marketing execution.
  • Developed an organizational social media strategy to align the brand globally.