Clari Revamps GTM Strategy With Refine Labs,
Increasing Win Rates by 64% While Lowering Acquisition Costs by 67%
Clari is the category leading revenue platform helping B2B organizations increase win rates, shorten sales cycles, and improve forecast accuracy.
Decrease in advertising cost of acquisition
Decrease in cost per sales qualified opportunity
Increase in win rates
Clari’s marketing team is responsible for creating and accelerating pipeline for both new and existing customers.
Before Refine Labs, Clari’s SVP of Marketing says they were running a very traditional approach, where they believed they were pulling the appropriate levers for paid advertising, but the efficacy wasn’t understood. They expected buyers would see their ads, click the ads, and convert to buy their product. Full stop. They soon realized this isn’t how buyer’s buy today.
Clari recognized that to shift their demand strategy to how buyer’s buy today their brand needed help with messaging and positioning, measurement alignment, and a shift in mindset.
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Overall results were achieved by modifying the GTM strategy to focus on creating and capturing demand.
The first step was optimizing Google Ads to focus on high intent only. This meant we were only spending money to get in front of prospects with the intent and urgency to buy. With this focus, we retired broad match and ensured Google Ads was no longer driving content downloads. From there we incorporated new high-intent keywords paired with updated ad copy and modified our bidding strategies.
But to capture demand you first need to create it. By leveraging target account lists we were able to get the right message in front of the right buyer persona on LinkedIn. Lead gen forms and content download objectives were retired, and zero-click content was introduced in order to educate the buyer in the feed. This included customer case studies, category creation, and product value ads. These efforts decreased overall ad spend by 38% and decreased cost per S0 opportunity by 36%.
By focusing on creating demand for the right buyer, acquisition costs were reduced by 67% while overall win rates increased by 64%.
