GoTo Grows Sales Pipeline by 138% With UnboundB2B’s Content Syndication Solution
North America & EMEA
IT Managers, CIOs, CTOs, CEOs, VPs of Technology, IT Directors and Systems/Network, Administrators
50 – 2000
About the Client
GoTo is a US-based remote work technology firm specializing in providing a secure working environment for teams across the globe. GoTo does this by offering software solutions that simplify the way teams connect, work and and interact with the world around them. These solutions include GoTo Connect that features unified phones, chat and meetings, contact center, video conferencing, conference room, and a webinar and training platforms. Other solutions are GoTo Resolve and GoTo Rescue.
GoTo had just launched a new application that combines communication and support solutions, new products and a new partner network. But with these changes, the tech enterprise was experiencing challenges generating high numbers of Marketing Qualified Leads (MQLs) that could convert into paying customers fast.
There was a need to address this challenge and boost its ROI. The company found it necessary to create a strong sales pipeline that attracts quality top-of-the-funnel leads that its sales development representatives could nurture into Sales Qualified Leads (SQLs) using marketing automation. Before approaching UnboundB2B, GoTo’s in-house marketing team had attempted to generate MQLs using content marketing strategies like blogging and social media.
But these didn’t work. The team experienced challenges generating the quality and quantity of leads the company needed. To supercharge its MQL generation efforts, the company reached out to UnboundB2B’s marketing team.
The top highlights from what we noticed
The client was struggling with four key challenges:
The sales pipeline was not producing the desired results
Difficulty in attracting high quantities of Marketing Quality Leads
Traditional marketing strategies didn’t work
– ROI on marketing spending had taken a dip
GoTo embarked on a search for a demand generation company, leading them to discover UnboundB2B’s MQL generation services. Our marketing team held a meeting with the client’s team and upon assessing the situation, it was apparent that our content syndication strategy was the most suitable solution to the MQL generation challenge. The main objectives of the content syndication campaign were to:
- Increase the number of MQLs generated through GoTo’s content marketing efforts
- Increase lead conversions – from MQLs to SQLs
- Increase product sales and boost ROI
The UnboundB2B team developed a content syndication strategy for the MQL campaign in line with GoTo’s goal. The strategy involved undertaking three key steps:
Landing Page Design: UnboundB2B worked with GoTo’s marketing team to identify the products the company wanted to generate MQLs for plus lead magnets to be used in the campaign. The team designed partner branded landing pages that offer visitors gated access to content assets. Lead data capture forms were included in the landing pages.
Tool used to capture lead data
Strategy used to promote landing pages
Tool used to score leads
Landing Page Promotion: The UnboundB2B marketing team used digital display promotion, newsletter promotion & organic social media to promote GoTo’s landing pages online. Specifically, the whitepapers were gated behind the landing pages and hosted on Unbound B2B’s tech publishing platform Techresearchonline.com that features over 7 million buyers in the IT industry.
Lead Capturing and Delivery: UnboundB2B marketers used our company’s AI-powered automation tool to score leads captured by the lead capture form on the landing page. MQLs were delivered to GoTo weekly through password protected excel sheets after two rounds of quality check.
Grow your Sales Pipeline with Content Syndication
UnboundB2B specializes in B2B demand generation for Tech and Enterprise companies. Contact us to find out how our email marketing and content syndication solutions can generate HQLs for your company, shorten your sales cycle and maximize returns for the marketing investment you make.
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