scenario
In late 2018, Mintigo partnered with Marketo to integrate the former's predictive lead-scoring API into the latter's marketing automation platform, promoting the tool as a standalone solution for mid-market corporate marketing teams.
challenge
Before the partnership, many small and mid-market companies did not meet our qualification criteria because they lacked sufficient budget or lead volume for precise predictive insights, and rarely expressed demand for premium features.
objective
As Mintigo's one-and-only Product Specialist, I aimed to capture interest and generate demand from this previously underserved market, introducing interested corporate marketers to their local account executives.
solution
- I co-developed solution briefs published on our webpage and distributed across Marketo's owned media.
- I delivered omnichannel campaigns by phone, email, and social media to hundreds of prospects that matched target personas within previously disqualified accounts and lookalike audiences.
impact
I developed relationships with a fast-growing cybersecurity provider that converted from MQL to SQL to closed-won. This program opened a new revenue channel, re-engaged disqualified accounts, and positioned both vendors for acquisitions by Anaplan and Adobe, respectively.