How Our 3-Person Marketing Team Grew Our Inbound Sales Pipeline From $0 to $18M in a Year

Rootstrap is a customized software program improvement company that designs software program options for numerous corporations and A-list celebrities. Because we’re working in a very saturated marketplace for shopper acquisition, it will be important to have a sturdy technique to guarantee development and acquire extra shoppers. However, as soon as the pandemic hit, this utterly altered the objectives we had in thoughts for that 12 months. 

As Rootstrap entered the pandemic, sales certified pipeline was the best precedence. We had one easy mandate: Keep everybody employed. Our firm wished to make sure that the corporate may survive whereas guaranteeing that everybody else was getting their paychecks. If we didn’t attain our objectives, the results can be colossal: giant scale layoffs and irreparable harm to our company culture. This would backtrack Rootstrap’s development and power everybody to restore the damages as an alternative of specializing in development.

Up til that time, our firm was outbound-focused with a feast-or-famine method to income era. But we couldn’t do this anymore and anticipate to survive. We wanted a sturdy holistic advertising and marketing transformation to shift in direction of an inbound-driven pipeline. With a small advertising and marketing staff of three staff, rigorous prioritization on three channels was important: pay-per-click (PPC), search-engine optimization (website positioning), and referral websites. As a results of the funding in these three channels, in the 12 months of 2020, our inbound gross sales certified pipeline went from $0 to $18 million — and never one particular person was laid off.  

The 3 Channels We Used to Transform Our Sales Pipeline

  1. Pay per click on
  2. Search engine optimization
  3. Referral websites

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1. Fix Our Pay-Per-Click Strategy

For the very brief time period, we deliberate an overhaul with our PPC technique. Like many early-stage B2B-service corporations, we had a historic shopper base of seed-stage startups (or the “motivated entrepreneur crowd,” as we like to name them). This audience was mirrored in our advert copy, e.g. “Got an thought?” or “Bring your imaginative and prescient to life.” The problem with this viewers? When crises hit, their funding dries up first. We wanted to pivot and pivot quick. Our PPC technique began to be pushed by language focusing on extra well-capitalized companies — these corporations who had the assets to survive a disaster. Consequently, our advert copy shifted to “lowering know-how prices” and “reaching enterprise outcomes and ROI.” This transfer ‘up-market’ sounds easy, but it utterly modified the dynamic of inbound inquiries. Although the amount decreased, the standard elevated, and we had been ready to present our gross sales staff with good leads to pursue in a time of financial uncertainty.


2. Invest In website positioning

Our medium-term objective was specializing in our SEO efforts. We did a technical overhaul of the location and constructed content material from scratch. We had our personal expertise write blogs to assist with our website positioning efforts. Some subjects we lined had been: artificial intelligence, blockchain technology, Web3, and app improvement. In whole, we wrote round 200 articles and as a results of focusing extra on making our personal content material, our firm’s social media presence has been extra energetic. 

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3. Build Relationships on Referral Sites

For referral websites, testimonials and strategic sponsorships on key B2B critiques and scores websites (G2, Capterra, GoodFirms, UpMetropolis are just a few examples) had been essential to capturing pipeline from potential patrons who had been already ‘in-market’ for the forms of know-how companies that we offer. If we had been extra cussed, we’d have tried to compete organically with these referral websites — nonetheless, this might’ve expended appreciable assets and certain not yielded the identical raise in pipeline. Leveraging good relationships with these platforms taught us an necessary lesson that we didn’t have to do all our personal advertising and marketing, as an alternative counting on the goodwill constructed up by companions with potential shoppers. 

Over the course of the previous two years, we went from 76 staff in 2019 to over 290 staff in the present day. Our inbound gross sales certified pipeline grew from $0 to $18 million in 2020 to $37 million now. The advertising and marketing staff expanded from simply three staff to 11 staff and Rootstrap has formally launched 750 digital merchandise. We have turned a nook in phrases of development trajectory, but the identical classes nonetheless apply. When a disaster hits — like a pandemic, a provide scarcity and even an financial downturn — focus is vital to survival. When everybody else panics, that’s when companies crumble — however if you happen to, as a marketer, can concentrate on what actually issues and what can drive outcomes in the worst of occasions, you and the companies you symbolize won’t solely survive, however thrive no matter circumstance. and marketing/convert-outbound-to-inbound-pipeline

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