Case Study: a leading eTailer boosts pipeline and cuts close time with Demand Spring

How moving from a product-centric mindset to a buyer-centric framework solidified marketing’s 50% contribution to revenue

Demand Spring partnered with the B2B division of a leading etailer that was facing resistance from prospects due to an over-reliance on field sales. The challenge was to adapt to new buyer behaviors by developing a digital revenue marketing strategy that included better understanding buyer personas, creating engaging content, and implementing a supportive technology infrastructure to improve lead generation and conversion.

The solution involved a shift to a buyer-centric framework. Demand Spring helped develop detailed buyer personas and implemented a marketing technology stack centered on Marketo, complemented by Reachforce, Vidyard, and Influitive. This strategy enabled highly personalized, multi-channel engagement. The results were significant, including a 50% increase in marketing's contribution to pipeline, a 40% reduction in deal close time, and the cost per lead being reduced by more than half.