Driving consistent growth sets a company up for long-term success, but it’s not something that comes easily. To get it right, company leaders need to understand not only the individual levers that influence growth – brand, customer experience, marketing savvy, sales productivity, etc. – they need to understand how all those things are connected to and affect each other. And they need to understand that success depends on getting all the pieces working together harmoniously.
Lessonly is a company that is committed to a sophisticated growth strategy. Their powerfully simple training software helps teams learn, practice, and do better work. Since Ben Battaglia joined the company three years ago, headcount at Lessonly has quadrupled to support the expanding business. Now, as Director of Marketing, Ben is responsible for the inbound channel, leading a team of demand gen marketers and inbound SDRs.
Despite their upward trajectory, the team at Lessonly wasn’t willing to slow down. They knew they could do more to accelerate their growth. For his team, Ben identified two key challenges:
Site conversion was declining.
“When site conversion slowed down, that was a big wakeup call for our inbound engine,” Ben recalls. “We needed a more intentional way to – once people hit our site – convert them and lead them down the funnel to becoming an opportunity or a first meeting.”
In addition to the tactical elements of the marketing flywheel, Ben’s team was also looking at the roles strong branding and customer experience played in driving site visits and conversion. Lessonly had built a unique and differentiated brand in the highly competitive learning management software market, but they wanted a way to bring more of that brand front and center in prospect and customer engagement.
SDR productivity was also suffering. Initially, Lessonly had implemented Intercom to manage inbound chat, but the team was having difficulties qualifying traffic. “Our SDRs were spending a lot of time talking to the wrong person,” Ben says. “This was inefficient in the day-to-day operations, and it made it challenging to scale.”
Their ABM efforts needed more effective support.
As Lessonly moved upmarket to service enterprise organizations with larger teams, they knew they needed to level up their ABM strategy. “We wanted to provide a really great, friction-free, personalized experience,” Ben says. “And our website and existing tech stack were not equipped to offer differentiated, customer experiences via chat.”
Ultimately, Lessonly needed a solution that would enable a unified experience across the customer journey. This meant creating a closer and more collaborative alignment between marketing and sales. “We had been doing ‘ABM light’ for a while,” Ben says, “but we needed better motions for identifying ABM prospects; delivering personalized, diversified experiences; and fast-tracking them to the right people as quickly and efficiently as possible.”