CASE STUDY
From Fragmentation to Integration: Scaling Marketing for Exponential Growth
Increff, a trailblazer in inventory optimization and warehouse management solutions, sought to scale its marketing operations while addressing inefficiencies in its technology and processes. They turned to Blend, leveraging our Fractional Marketing Team services to build a robust marketing engine from scratch.
In just nine months, this collaboration led to a 120% increase in ARR, a 300% surge in lead flow, and an 85% MQL-to-SQL conversion rate, all while saving $25,000 annually by eliminating wasteful marketing tech stack expenses. Here's how we made it happen.
THEIR STORY
Building the Foundation for Global Retail Success
Increff was rapidly growing, servicing global brands with cutting-edge SaaS solutions. However, the company’s marketing efforts lagged behind its ambitious goals. With fragmented tools, isolated teams, and limited scalability, they struggled to align their marketing and sales efforts to drive predictable growth.
To unlock their next phase of growth, they needed a partner who could not only build processes and infrastructure but also provide strategic guidance and fractional expertise across multiple marketing functions.
"Working with the Blend squad has been a game changer for our marketing efforts.
Our partnership with Blend has been crucial in driving our digital and performance transformation. They have a great team that is both super creative and strategically data-driven."
THE CHALLENGE
Breaking Down Silos and Overcoming Operational Inefficiencies
Increff faced these critical challenges:
Underutilized and Fragmented Marketing Tech Stack: Ineffective use of existing tools led to wasted expenses of approximately $25,000 annually. Teams operated in silos, with disconnected systems that impeded collaboration and data sharing.
Inefficient CRM and Data Fragmentation: HubSpot, their existing CRM, was misaligned with their enterprise-focused sales goals. Teams relied on disparate data sources, causing delays in decision-making and reducing the overall efficiency of sales and marketing processes.
Underperforming Website: The website, a key lead-generation tool, suffered from poor UI/UX, slow loading speeds, low SEO visibility, and unoptimized content, resulting in high bounce rates and missed conversion opportunities.
Limited Internal Capacity: With just two marketers managing all functions, including demand generation, ABM, and content, the team lacked the bandwidth to deliver consistent results or scale effectively.
Revenue Operations Disconnect: Marketing, sales, and operations worked in silos, leading to poor pipeline visibility, longer deal cycles, and lost revenue opportunities.
THE SOLUTION
Driving Revenue Growth and Marketing Excellence
Blend deployed a comprehensive transformation strategy centered around operational efficiency, data unification, and marketing scalability.
1. Marketing Tech Stack Optimization
Conducted a tech stack audit and eliminated redundant tools, saving Increff approximately $25,000 annually.
Migrated the CRM from HubSpot to Salesforce, aligning the platform with Increff’s enterprise sales strategy.
Seamlessly integrated all marketing, sales, and operations tools, creating a unified, data-driven ecosystem.
2. Website Redesign and Optimization
Revamped the website for enhanced performance, ensuring fast load times, mobile responsiveness, and improved UX/UI design.
Implemented SEO best practices, boosting organic search visibility and increasing inbound traffic.
Introduced conversion-optimized landing pages with clear CTAs to improve lead capture.
3. Fractional Marketing Team Deployment
Expanded the marketing team from 2 to 15 through our Fractional Marketing Team services, covering:
Content: Development of high-value assets like blogs, whitepapers, and case studies.
ABM: Targeted strategies to win enterprise accounts.
Demand Generation: Focused on PPC, webinars, and paid social campaigns.
Design & Video: Crafted visually compelling assets to enhance brand storytelling.
Events: Delivered impactful in-person and virtual events.
Inbound SDRs: Proactively qualified inbound leads to accelerate pipeline velocity.
4. Establishing Seamless Processes and KPIs
Standardized workflows and created SOPs for content creation, campaign execution, and reporting.
Set measurable KPIs for:
Lead volume (MQLs, SQLs, and opportunities).
Website performance (bounce rate, page load time).
Marketing-attributed pipeline and ROI.
Conversion metrics at every stage of the funnel.
Reduced deal cycle time by X% and increased average deal size by Y%. (Add specific metrics once available)
5. Enhancing Revenue Operations
Integrated Salesforce with marketing automation tools like HubSpot (for marketing workflows) and analytics platforms for real-time insights.
Unified marketing and sales handoffs, reducing leakage in the pipeline and achieving an 85% MQL-to-SQL conversion rate.
Implemented lead scoring to prioritize high-intent opportunities, accelerating pipeline progression.
Unlocking New Customer Potential
The partnership between Increff and Blend delivered exceptional outcomes:
Through Blend’s expertise and the deployment of our Fractional Marketing Team services, Increff witnessed a remarkable transformation in its marketing and revenue operations. Within just nine months, the company achieved a 120% increase in Annual Recurring Revenue (ARR), driven by a unified marketing tech stack, streamlined processes, and a significantly expanded marketing team.
The restructure and the implemented model of process and team
The revamped website became a powerful lead-generation engine, contributing to a 300% surge in lead flow and improved website vitals across the board. With all systems integrated and teams aligned, marketing and sales collaboration improved dramatically, resulting in an 85% MQL-to-SQL conversion rate and faster deal closures.
Proposed GTM
By optimizing its marketing tech stack, Increff eliminated $25,000 in annual waste, reallocating resources toward high-impact initiatives that enhanced operational efficiency and campaign effectiveness. Organic traffic increased by 250%, and paid campaigns yielded significantly better ROI, with improved engagement and reduced costs.
This transformation not only bolstered Increff’s growth trajectory but also set a strong foundation for sustained scalability, enabling them to focus on delivering innovative solutions to their global clientele.
300%
Increase in leads
120%
Increase in ARR
250%
growth in organic traffic
