Marketing contribution to revenue
Sales cycle length
Strategic digital marketing differentiates Datix from its competitors, giving the company an edge in the ERP/ CRM consulting marketplace, and putting marketing on track to increase Marketing Qualified Leads 750%.
Datix is an enterprise software consulting firm that helps midsize businesses transform themselves through the use of enterprise resource planning (ERP) and customer relationship management (CRM) software. According to Tyler Bishop, Director of Marketing and Digital Development, the company is growing rapidly, with plans to double in size this year. Datix recruited Tyler to help drive that growth by creating a strong digital presence focused on increasing inbound leads. His efforts are already delivering great results. With the help of Marketo, Tyler and his team are dramatically increasing traffic to the website, engaging prospects with the right content, and nurturing them through the sales cycle. This year, Datix is on track to increase the number of Marketing Qualified Leads by 750% and revenue by 1150%.
Creating a Digital Conversation
Smaller consulting firms like Datix typically don’t have a digital marketing presence—a situation that Tyler saw as an opportunity to initiate and control a digital conversation around the ERP and CRM issues that concern midsize businesses. His strategy involves attracting more traffic to the website and cultivating prospects with content that helps them make informed ERP and CRM decisions. By taking a leadership role in the conversation, Datix is strengthening its reputation and rapidly expanding its customer base.
"Search engine optimization (SEO) is playing a significant role in boosting site traffic. Even though Datix is a relatively small consulting firm, if you search for terms like ERP consulting, CRM consulting, or enterprise software consulting, we’re likely to be on the first page of the search results. I credit that to the quality of the Marketo SEO tools, which allow me to pick the search terms that are important and track how those terms are performing.”
Accelerating the Sales Cycle
Datix created a flexible customer nurturing program in Marketo based on product interest and buying stage. The program moves prospects through the appropriate tracks and presents information tailored to their interests. Integration of Marketo with Microsoft Dynamics CRM enables marketing to coordinate closely with the sales team and provide a steady stream of qualified leads as prospects move from one stage of the sales cycle to the next. The impact is significant. Every marketing dollar spent translates to $20 in the pipeline.
The marketing strategy is not only helping the salespeople close more deals, but also helping them close deals faster. Prior to the new strategy, it typically took at least six months to move a prospect from initial contact to purchase. According to Tyler, the cycle is shrinking dramatically.
"Our sales cycle average is 6 to 12 months. Since implementing Marketo, we’ve had deals close in less than a month, which has never happened before.”