Marketri supports a SaaS provider on its path to accelerate growth
The Challenge
Winning a long, complex sale against far bigger players
Selling a SaaS solution with a long sales cycle in a competitive market against far bigger players like Salesforce means you can't just build awareness and hope the orders rush in. That was the reality for Epoch Solutions Group, whose map-centric platform transforms how utilities manage their field workforce.
Epoch needed a strategy-based marketing plan built for the realities of its selling environment, one designed to help it scale faster. Having used a Fractional CFO model successfully, CEO James Street sought the same in marketing. After meeting Marketri, he knew he'd found the right partner for the company's path to aggressive growth.
Grow smarter. Scale faster.
The Approach
Building an engine for a long, complex sale
During discovery, Marketri Fractional CMO Jen Marino saw the core challenge clearly: while utilities are undergoing a major digital transformation, the journey from recognizing the need for field-workforce automation to a buying decision spans one to three years and many influencers. The marketing had to keep buyers engaged the entire way.
Setting the Foundation
A content-led strategy positioned Epoch as a thought leader and nurtured buyers as they clarified needs and aligned procurement. It was supported by a comprehensive omnichannel plan, fresh positioning and messaging, a lead-generating funnel, and a revamped website.
Getting the Technology in Order
As a HubSpot Gold Partner, Marketri optimized Epoch's HubSpot architecture, implementing lead scoring and automated workflows so every lead receives the right content, hands off cleanly from Marketing to Sales, and shows the team where to focus.
Executing the Plan
Robust gated and ungated content kept Epoch top of mind. Because buyers don't want a demo until late in the cycle, Marketri added assessments and webinars as earlier conversion paths. These extra touchpoints turn quiet interest into Sales conversations.
The omnichannel program also included:
- Short product videos showing the technology solving the specific challenges utilities face today.
- A paid-search program guided by Google Max, targeting specific job titles and tuned to ad performance.
- Partnerships with utility influencers to expose new buyers to Epoch's capabilities.
- A full trade-show strategy that engages buyers and customers before, during, and after each event.
The Partnership
An extension of the team, not a vendor
Epoch has taken full advantage of Marketri's fractional model, gaining senior, highly experienced marketers who operate as an extension of the company rather than an outside vendor.
Fractional CMO Jennifer Marino drives the marketing strategy, oversees implementation, and optimizes spend and results. She also leads the inside-sales function, generating new leads through a cold-outreach program across phone and digital channels.
As a member of Epoch's executive team, she joins leadership meetings, presents to the board quarterly, and is held to the same standard of accountability as any other senior leader.
“We needed strategic marketing direction but couldn't justify a full-time hire at this stage in our lifecycle. Jennifer drives the strategy, oversees implementation, and optimizes the spend and results.”
— Natalie Street, VP of Operations, Epoch Solutions Group
The Results
Driving leads, engagement, and growth
~1,400
leads generated in 2022 at a cost per lead well below target, in a niche market with a deliberately limited number of buyers.
The program did exactly what it was designed to do: drive ideal buyers to engage and seriously consider Epoch. By year-end 2022 revenue had more than doubled, putting the company on track for record sales in 2023 and drawing notice from the investment community after Epoch took on a private-equity partner.
100+
MQLs at under $300 each
11%
Email click-through, up from <1%
+70%
Unique website visitors
It's been a seamless integration — we feel like the Marketri team is another department in our organization, not a vendor-customer relationship. We're working toward a common goal, side by side.
James Street · CEO, Epoch Solutions Group · 2022
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