A medium-sized professional services organisation working across several industry verticals.
To scale the growth of their business with improved efficiencies, a better lead generation engine and improved conversion rates by using the same annual marketing budget in a considerably different way. The ultimate goal was to develop an inbound marketing strategy to help grow their business with less reliance on outbound sales activity.
This particular organisation kept strategy, content development and project management onshore and outsourced all implementation functions offshore.
Here is the way they structured their blended department, the roles they engaged and the types of responsibilities that sat alongside each.
Cloud-based applications were adopted to ensure both onshore and offshore teams could collaborate and communicate effectively. Communication was absolutely critical to the successful implementation of their blended marketing team so ensuring the right tech was in place was imperative.
In this particular scenario, with a blended marketing team and the ability to focus their marketing and use their resource more effectively this organisation was able to achieve a 100% inbound marketing strategy, no longer needing to rely on outbound sales initiatives. They also experienced a 104% increase in lead generation over a 12 month period after implementing a content-led strategy via their new blended team.
