Skip to main content
Skip table of contents

Marketing Strategy 2024

Mission

Double our pipeline growth by only focusing on repeatable and scalable programs.

Strategy

The Diagnosis
In 2024 we need DOUBLE marketing performance to set us up for success for our company-wide Mission 2026.

In 2023 our current performance is:
Brands Pipeline: $4.6M
Suppliers Pipeline: $1.3M
EU Pipeline: $1M

In 2024 when we cross the finish line, we need to land at:
Brands Pipeline: $8M
Suppliers Pipeline: $2.3M
EU Pipeline: $2M
A win rate of 30% across all opportunities (not just sourced by marketing)

As a small but mighty marketing team—only focusing our efforts and resources on initiatives that will help us double our performance will be key. With only a 6% increase in marketing campaign budget and one additional headcount to the marketing team, we will need to remain highly focused on our top levers for growth—our North Star Objectives.

This will be challenging, and we will require full support and alignment cross-functionally for us to maintain focus on the OKR-critical initiatives.

Our North Star Objectives

  • Create qualified pipeline to support Mission 2026

  • Grow our pipeline in the EU by 100%

  • Achieve Marketing Operational Efficiency

The OKR-Critical Initiatives where we will focus our time and resources will be:

Create Qualified Pipeline to Support Mission 2026 & Achieve 100% Growth in the EU

  • Select Trade shows for Brands & Suppliers with a focus on EU

  • Localized EU Marketing & advertising, and localized sales enablement

  • Product led & persona driven demand generation campaigns

  • Account-based marketing

  • Deep customer research and persona mapping to uncover the right messaging and package and distribute our findings to the product and business-facing teams (ie customer advisory board, customer interviews, surveys etc) to support our win rate

  • Sales enablement for each stage of the sales process (ROI calculator, Competitive battle cards, etc

Achieve Marketing Operational Efficiency

  • Focus only on projects and campaigns that drive results

  • Automate and optimize lead to purchase process

  • Implement a code-free CMS for our website. It will be faster and easier to implement changes and improvements, and will empower other team members to collaborate in the website without relying on one person.

This plan means we will not be able to spend time on projects that don’t clearly and directly ladder up to these goals. 2024 will be the year of doubling results, but additionally it will be the year of questioning - will this project support our north star objectives?

OKRs

Objective

Key result (2024)

Baseline
(2023)

Initiatives

Create Qualified Pipeline to Support Mission 2026
(45% pipeline contribution)

$8M oppty value ARR for Brands

$4.5M

  1. In-target events

    1. 1 Brands Trade show & 1 Brands Webinar

    2. 3 Suppliers Trade shows

  2. Product led & persona driven demand generation campaigns

    1. Ad targeting, contents and offers specially addressing ICP problems to be solved

  3. Account-based marketing

    1. Account-specific webinars and videos

    2. Account success one-pagers for sales

    3. Experiments with more types of account-based content including account specific landing pages for target accounts and potentially direct mail for enterprise brand decision makers (for example, bespoke insights reports customized for the account etc)

$2.3M oppty value ARR for Suppliers

$1.6M

Winrate across all opportunities: 30%

23%

  1. Deep customer research and persona mapping to uncover the right messaging and package and distribute our findings to the product (for discovery) and business-facing teams (enablement)

    1. customer advisory board

    2. customer interviews

    3. surveys

  2. Sales enablement for each stage of the sales process

    1. ROI calculators

    2. Competitive battle cards

Achieve Marketing Operational Efficiency

Opportunity ARR ROI
$152.5

$35

  1. Focus only on projects and campaigns that drive results

  2. Optimize lead capture to purchase process

  3. Implement a code-free CMS for our website. It will be faster and easier to implement changes and improvements, and will empower other team members to collaborate in the website without relying on one person.

Achieve 100% Growth in EU

$2M value ARR

$962,767

  1. EU Tradeshows

  2. Localized Marketing

  3. Sales Enablement

Key Initiatives Roadmap

JavaScript errors detected

Please note, these errors can depend on your browser setup.

If this problem persists, please contact our support.

Contact Support Close