Decreased cost per SQL by 50%
Challenge
While developing this in-house product, Aurea CloudFix seized the opportunity to revamp its go-to-market strategy. In shaping this strategy to include the company’s new customer acquisition initiatives, Aurea CloudFix began evaluating Account Based Marketing (ABM) tools and databases. Ruhl shared that in addition to an ABM tool, “We also needed a database of contact information for our lead generation team that informs the marketing and sales campaigns.”
Aurea Cloudfix began its ABM journey with DemandBase; however this partnership was ultimately terminated and Ruhl’s team began to explore other ABM solutions. The focus of their search was to bring a greater return on investment and lower the cost per Sales Qualified Lead.
“Without ZoomInfo, I think we’d have to spend a lot more time on manual processes and we’d have a lot less accurate data as an input to our sales and marketing campaigns.”
Zach Ruhl
Commercial Vice President at Aurea Cloudfix
Solution
ZoomInfo’s Sales and Marketing checked all of the boxes for Ruhl’s team and have become key solutions in driving Aurea CloudFix’s new customer acquisition strategy.
When evaluating ABM solutions, Ruhl said that it was crucial that his team had a tool
“With ABM functionality that could create audiences based on where prospects are in the buyer’s journey and also carry out effective display advertising—Marketing does just that.”
With Marketing, the team creates automated audiences built on both website visitor data and purchasing intent signals to run sales and marketing campaigns that target ready-to-buy prospects. Compared to the previously manual processes, Ruhl shares that these automated processes have increased the volume of leads that Aurea CloudFix’s Sales teams can take action on.
Having access to both Sales and Marketing continues to help Aurea CloudFix tailor its strategy to its existing customer base. Acting alongside the Marketing campaigns, WebSights and Intent Workflows set up in Sales alert an account’s sales rep immediately when that customer visits the Aurea CloudFix webpage, or spikes in buyer intent. This allows sellers to have a better understanding of their customer’s current product mix and where exactly CloudFix fits into that mix–removing any guesswork.
In addition to having access to quality data, Ruhl wanted to ensure that this information could be accessed in the systems their team work in. “The integrations that ZoomInfo has with Salesforce help maintain the data hygiene of our database and automate processes that used to be manual, so those teams can focus their time elsewhere,” said Ruhl.
The Results
After implementing Marketing, Ruhl observes, “We have decreased cost per Sales Qualified Lead by more than 50%, which is the main metric we’re driving towards. It’s largely due to the accuracy and volume of the ZoomInfo database and how that can inform our Marketing and Sales outreach.”
“Without ZoomInfo, I think we’d have to spend a lot more time on manual processes and we’d have a lot less accurate data as an input to our sales and marketing campaigns,” Ruhl said.
Sales reps are also equipped with all of the right contact and account information from ZoomInfo’s B2B dataset at their fingertips. This allows them to drive seamless conversations, execute outreach campaigns and create new opportunities–all of which contributes to more deals won and helps Ruhl achieve his goal to lower the cost per SQL.
As Aurea CloudFix continues to grow and expand its new customer base, Ruhl is looking forward to the team’s future success partnering with ZoomInfo. With the power of targeted Marketing campaigns, in tandem with sophisticated sales intelligence data in Sales, Aurea Cloudfix’s Sales and Marketing teams can generate a stronger pipeline, continue to win new customers, and drive revenue—setting the foundation for lasting success.
