Ever found yourself needing to shift gears mid-ride? That’s exactly what Spreedly did with their marketing strategy, and we’ve got the inside scoop on how they did it with a little help from RevBoss.
Background
When Devin Kelley, VP of Marketing at Spreedly, stepped in, he had a clear vision: shift from a tech-heavy approach to one that clicks with business buyers and emphasizes ROI. Spreedly, a key player in payment orchestration for over a decade, needed to evolve to stay competitive.
The Challenge
Their marketing was solid, but to attract a new audience, Spreedly needed to
- Reframe their story and positioning.
- Develop go-to-market tactics that would appeal to business-focused buyers.
- Simplify technical concepts to improve the customer experience.
Partnership with RevBoss
Spreedly and RevBoss were already a team, driving account-based marketing (ABM) together. Kelley saw potential in taking their partnership further to refine Spreedly’s outbound marketing. RevBoss’s flexibility and innovative spirit were key in this transformation.
Key Strategies and Initiatives
- Event-Driven Outbound Campaigns: By leveraging their presence at industry events, RevBoss ran outbound campaigns around event invites and follow-ups on customer stories and panels. Starting with a few test events in January, this strategy scaled and thrived throughout the year.
- Vertical and Look-Alike Campaigns: Using AI, RevBoss crafted vertical-based and look-alike campaigns. This precision targeting led to more relevant and effective outreach strategies.
- Customer Story Integration: Integrating customer success stories into outbound campaigns personalized their messaging, boosting engagement with potential clients.
Results
- Increased Engagement: High-performing tactics led to higher engagement and conversion rates.
- Scalable Strategies: Repeatable and scalable outbound strategies were integrated into broader marketing efforts.
- Better Targeting: Targeting was enhanced using technographic and firmographic data, resulting in more productive sales conversations.
Flexibility and Experimentation
RevBoss’s willingness to experiment was a game-changer. Kelley valued their readiness to test and refine ideas, leading to continuous optimization of Spreedly’s marketing efforts.
Evaluation and Value
Spreedly assessed RevBoss not just on lead generation but also on the quality of conversations and feedback from the sales team. Productive, well-informed prospects marked a win for both Spreedly and RevBoss.
Future Outlook
The journey isn’t over. Spreedly continues to explore new outbound strategies with RevBoss, leveraging intent data and experimenting with various calls to action. Kelley is excited about the potential for even more innovative marketing tactics.
Conclusion
Spreedly’s marketing transformation with RevBoss is a testament to the power of flexibility, collaboration, and innovation. Together, they’ve enhanced Spreedly’s outbound marketing, driving business growth and strengthening their market presence.
