Case Study

A new B2B marketing model generated $28M in sales pipeline in a year

The problem: A great product in need of modern B2B marketing

Creating a stronger brand image or sales pipeline is challenging even with a winning product—unless you deploy a solid marketing strategy.

CareATC recognized this. The company had a proven healthcare solution that was popular in several states, helping organizations lower expenses and improve population health with worksite and shared-site clinics, personalized health assessments, engaging wellness programs, health coaching, and data analytics.

But despite it all, they were having trouble expanding their foothold to the rest of the country.

The company primarily relied on a basic sales-driven marketing strategy, but they needed a more advanced solution.

The healthcare provider needed a modern marketing engine to expand its business, and the traditional in-house method wasn’t producing the impact they desired. That’s when CareATC decided to shift to marketing as a service (MaaS), a modern delivery model that integrates both onshore and offshore resources, and removes the need to recruit, train, and keep an expensive in-house marketing team.

The result? Augmented and on-demand capacity to develop the marketing engine they needed to propel their business forward—without a hefty investment.

The solution: Marketing as a service

To grow their business and reach more potential prospects, CareATC partnered with 2X, a B2B-focused MaaS firm. In two weeks, 2X turned on numerous core marketing programs for CareATC, creating a fresh total addressable market (TAM) database and a content strategy to produce engaging new sales marketing assets to create leads by widening the company’s reach.

MaaS enabled CareATC to address five of its biggest marketing woes, while bolstering both demand generation and pipeline acceleration.

1. More effective demand generation programs

  • Mobilized a strategy to distribute content consistently and generate interest in target personas
  • Activated email outreach campaigns, social media, and digital advertising

2. A new, clean database

  • Built a new total addressable market database
  • Scrubbed the previous database of outdated contacts

3. Stronger branding and messaging

  • Audited, realigned, and beautified marketing and sales assets across various touch points

4. Pipeline improvements

  • Started nurture campaigns to accelerate pipeline and warm leads

5. Sales and marketing alignment

  • Initiated revenue operations— marketing and sales pipeline analysis and weekly reports

The results

CareATC went from having a basic marketing functionality to a modern, transformative marketing engine that proactively supplies the sales and the executive team with actionable insights.

B2B marketing’s ultimate goal is to contribute to the sales pipeline and help sales convert that into revenue. By redirecting CareATC’s existing marketing budget from basic practices to proven MaaS methods, 2X achieved these results at an equal or lower cost than mainstream methods (think internal agencies, onshore agencies, and freelancers). Moreover, by taking operations offshore, CareATC received more value for every marketing dollar spent.

This shift in marketing strategy was the transformational spark CareATC needed to grow its business significantly.

After one year, the results MaaS produced for CareATC were staggering:

  • 600+ MQLs generated
  • $11.3M in marketing sourced and influenced pipeline ($1.9M closed won)
  • $28M in sales pipeline accelerated ($13.4M closed won)
  • 1 million ad impressions to key target accounts
  • 40% increase in social followers year to date

2X is a valuable extension of our marketing team. Time and time again, their expertise in B2B marketing is reflected in the quality of work and results they produce for us. I would highly recommend 2X to leaders looking for a cost-effective and innovative way to scale their marketing function.

Paul Keeling

Chief Business Development Officer at CareATC

CareATC’s first year with 2X

Over the first year of the partnership, 2X rolled out:

  • New TAM database
  • Demand generation content
  • Email and social media marketing campaigns
  • Ads and remarketing ads
  • First-party intent data reports (in-house data collection vs third-party sources)
  • Expanded TAM database to target additional territories
  • Employee Advocacy
  • Microsites for targeted group engagement
  • Nurture content
  • Revenue operations (marketing and sales pipeline analysis, reporting, and CRM management)
  • Design service bureau (ad-hoc services – PowerPoint, sales and marketing collateral, etc.)
  • Customer engagement program pilot
  • Website audit and management
Grow your pipeline with 2X

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