Rapid Performance Reviews
Getting straight to the heart of the issue
The Head of Marketing for a global cybersecurity scale-up business came to us with a challenge. Competition among vendors in the cybersecurity sector is fierce. Increasing awareness of their brand among CISOs and growing their pipeline was their primary concern. They read about our approach to Account Based Marketing and wanted our advice on how to implement it in their business.
However, over the course of our discovery meeting, a number of other issues were mentioned, including the overall quality of their lead generation and planning processes.
To help them identify and prioritise the best course of action we recommended a Rapid Performance Review. This is a 2-4 week review, designed to quickly identify gaps and opportunities in the current marketing approach and prioritise the most important areas to invest their time, resources and budgets on.
Detailed Digital Analysis that identified a problem in the landing page of a major campaign.
10 practical recommendations to improve Digital Marketing.
Prioritised Marketing Plan, aligned with Sales and prepared to begin execution.
At the outset we asked our client to complete a Rapid Performance Review worksheet, capturing Financial targets, sales and marketing objectives, market and competitor insight and details of their current processes.
We held meetings with the clients Marketing, Sales and Product leaders and captured their priorities, challenges and opportunities for the year ahead.
We requested and analysed their CRM data, looking at existing MQL quality, reviewing volumes by lead source, conversion to SQL, contribution to pipeline, win rate and overall ROI on marketing spend.
In parallel we accessed their Google Analytics and Search Console accounts and using a range of SEO tools conducted a detailed analysis of their website health, SEO performance and PPC campaign management.
We produced an 18-page Digital Rapid Review addendum with specific recommendations to improve SEO and ways to improve performance of regional PPC campaigns. We also identified a broken link on their top performing landing page as a result of a recent website refresh, which the client was not aware of.
The final report found 3 core areas of focus:
On-going analysis and optimisation of the website, SEO and Paid Campaigns
Better Lead and Pipeline management with improved operation reporting and cadence
Clear definition and alignment of global marketing priorities and budget
We defined those priorities, initiatives and KPIs and supported the stakeholder buy-in from across the business.
Our rapid review gave our client the clarity, focus and confidence that they had the marketing plan they needed to achieve their commercial goals.