In the fast-paced world of B2B SaaS, GoTo, a $1B PE-backed leader in cloud-based remote work tools for collaboration and IT management, reached a critical point. Their marketing processes and technology had grown too complex to manage efficiently. To gain clearer insights into their email and ecommerce marketing performance, GoTo partnered with Market Growth Consulting to identify improvements to foundational programs driving incremental marketing revenue.
MGC assessed each process and technology handoff between teams and uncovered fundamental issues reducing campaign effectiveness. Recommendations included (1) fostering better collaboration between departments, (2) redeveloping segmentation strategy to communicate with a larger audience, and (3) rebuilding marketing reporting to encourage cross-campaign analysis.
Working together, GoTo and Market Growth Consulting launched a new technology vision, including a new Marketo instance, a new nurture strategy that encouraged cross-sell between products, and streamlined campaign management processes.
In just four months, Market Growth Consulting re-launched Marketo, developed two new Marketo nurture programs, and developed a long term cross-product awareness strategy. With improved reporting across the customer journey, GoTo now leverages valuable insights that fuel collaboration and data-driven decision-making, driving improved revenue results.
