Client

Cin7, a global leader in integrated inventory management solutions, partnered with 42 Agency to enhance its paid media efforts and marketing automation. This strategic alliance resulted in a tremendous reduction in cost per SQL, a massive scale-up in paid media investment, and the implementation of sophisticated marketing automation and analytics.

Services

Revops (Pardot)
Reporting
Paid Search
Paid Social
Revops (Pardot)
Creative

Results

Cost per SQL
↓ 64%
Revenue
2X

Challenge

Cin7 had just been acquired by Rubicon Partners and they had to meet  aggressive growth goals. The team did not have the expertise or bandwidth to scale paid media to what was required along with diversifying into other channels to improve brand awareness and top of funnel.

Cin7 was managing a complex array of marketing tools and channels with an inefficient spend on SQL generation.

They also acquired  two companies in the space (Dear which was focused on the manufacturing segment and OrderHive which was a freemium product for Shopify Sellers). Cin7 need a true demand generation partner to help with strategy and execution across the portfolio of companies in an increasingly competitive space.

42's approach

42 Agency strated by strategic alignment with the VP Sales, CMO and CEO to understand the growth goals & key challenges for the business. The team also reviewed the current gaps in the demand generation efforts.

We dived deep into current CRM + Marketing Systems to understand the marketing / sales funnel - media investment in Search Ads and forecasting expected results based on statistical models and historical data.

Paid Search

Changed bid strategies to focus on conversions and SQLs instead of traffic and impressions
Removed any keywords and campaigns that were not driving SQLs and focused on efficient use of budget
Implemented click fraud prevention tools to minimize bots and fraudulent clicks saving significant wasted spend

Integrated Salesforce with Google Ads to improve data integration and training data for Google Ads

Activated Bing as a secondary search channel to reach prospects beyond Google Search

Activated Display Prospecting with custom placements, Youtube and Re-markerting

Paid PaidSocial

key results

SQL Cost Efficiency: Reduced the cost per SQL by 64%.
Media Investment: Scaled paid media spending from $100K to $600K monthly, reflecting a significant return from the channel
Marketing Platform: Migrated from Pardot to HubSpot, leading to improved marketing analytics and automation.
Lifecycle Marketing: Implemented full-scale lifecycle marketing, lead management, and attribution to enhance the customer journey and ROI.

Results

The results of the partnership were transformative:
Customer Acquisition Cost: The strategic revamp led to an astounding decrease in the cost per SQL.
Business Expansion: Cin7's business valuation more than doubled, demonstrating the effectiveness of the marketing and growth strategies.
Operational Efficiency: Streamlined marketing operations allowed Cin7 to focus on core business strategies and growth.
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