Marketri takes a financial services firm's revenue growth to new heights
Background & Goals
Aggressive growth goals demand strategic marketing
When a company sets aggressive growth goals, a strategic marketing program designed to generate quality leads is a must. This young finance- and accounting-focused professional services firm had set its sights on scaling fast — its founder had grown and sold several successful companies and was eager to do it again — but it wasn't getting proactive, strategic support, or measurable results, from its chosen agency.
A search for “professional services marketing expert” led the COO straight to Marketri. The team valued President Deb Andrews' work with 3 of the Big 4 accounting firms and Marketri's strategy-first approach. In mid-2017 the firm hired Marketri to build a strategic plan — then quickly expanded the contract to multi-year execution and measurement.
Grow smarter. Scale faster.
Building the Foundation
A foundation for higher-quality leads
During the first six months, Marketri set the stage to generate higher-quality leads on a lean budget and boost marketing ROI. The initial strategy work spanned seven moves — from audience to infrastructure.
Target Audience
Identified the right buyers — CEOs and CFOs — and built target personas for each.
Focused Plan
A sector- and service-based approach centered on high-potential segments like entertainment and private equity.
Clear Message
Clarified positioning and messaging to align tightly with the target audience's needs.
Refined Brand
Refined the brand to resonate with sophisticated, C-suite decision makers.
Marketing Tech
Deployed HubSpot for marketing automation — leveraging its full capabilities, including lead scoring.
Smart Workflows
Built workflows to guide leads through the revenue funnel and nurture every step of the buying journey.
Optimized Web
Revamped and optimized the website, making it more relevant and search-friendly.
With a solid foundation in place, marketing was positioned to scale right along with the business' growth — but this framework was by no means cookie-cutter.
Executing Across Channels
A scalable program, built around their experts
The program leveraged the specific channels with the greatest potential to drive growth — inbound marketing, paid search, social media, association sponsorships, and public relations.
The client's 100+ in-house consultants were an ideal bench of subject-matter experts. Marketri enhanced their staff-written blogs and guides for modern SEO and created gated content that converted visitors into leads — dramatically lifting organic rankings for key terms.
A narrowly focused, hyper-local paid-search initiative targeted keywords the firm wasn't ranking for, while social media capitalized on the extensive network of its 100+ employees.
Secured media placements in CFO and Mergers & Acquisitions — top trade publications, establishing the firm as a thought leader.
Delivering Results
Marketing as a profit center
260%
marketing ROI in 2019 — eventually surpassing the return the firm earned on its own inside-sales function.
The firm closed 42% of leads, with an average contract value of over $138K. After such strong results, the client increased its investment with Marketri by 3.5 times — not a leap of faith, but a data-backed decision: using marketing analytics, Marketri could accurately predict the additional top-line revenue each increase in spend would generate. The firm now ranks first organically on many critical keywords, with a dramatic surge in website traffic.
$1.38M
In new revenue contributed
42%
Lead close rate
$138K
Average contract value
Marketri excelled at measuring and reporting on metrics around all of our activities. Their work felt very data-driven and scientific. We appreciated that they always provided us with a clear sense of what's working and what's not. I was also amazed at their ability to go from concept to design to execution.
CEO & Founder, Professional Services Firm · 2019
Key Takeaways
The engagement at a glance
A young finance and accounting firm needed a proactive, strategic marketing partner to hit aggressive growth goals.
A multi-channel program — inbound marketing, paid search, social media, association sponsorships, and public relations — built on a strategy-first foundation.
260% marketing ROI and $1.38M in new revenue in 2019.
Ready to turn marketing into a profit center?
Let's talk about how a strategy-first, multi-channel program can grow your revenue.
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