RainKing Case Study for Spectrum.final

1

S T A R T H E R E

A Case Study in Transformative Marketing

2

Mosaic-RainKing Case Study Overview

Investment Story – The Highlights•Superlative growth story: 30% growth with 30% EBITDA margins with little to no investment in marketing•Attractive Total Addressable Market + Strong Product-Market Fit•Compelling Market Trends: Surge of investment in martech platforms/solutions, rise of big data and analytics, increased adoption of SaaS-based products.•Undermanaged Asset: Significant gains to be realized by improving sales management, sales operations and the research process and hiring for key leadership positions, including a VP of Marketing

The Marketing OpportunityIn lieu of hiring a full-time CMO or VP of Marketing, Stoney brought on Mosaic in Dec 2015 to define a vision and roadmap for scaling marketing at RainKing. The plan centered around addressing 5 key marketing challenges:

“We were losing ground every day to our

competitors and, to me, one the biggest differences

between us and them was the fact that our

competitors were investing heavily in marketing

and we were not. That needed to change before it

became too late to matter.”

- John Stanfill, CEO, RainKing

Refreshing the Brand

Optimizing the Funnel

Improving Operations

Focus & Growth

Generating Demand

2

1

3

5

4

3

10/2015 – Spectrum acquires RainKing, installs John Stanfill as CEO

6/2016 – Mosaic leads effort to add first marketing hire.

9/2016 – New brand and website launch

12/2016 – Record all-time sales for RainKing 46% increase y/y

8/2017 –DiscoverOrg acquires RainKing3/2017 – 100%

increase in y/y sales

A Quick Timeline

12/2015 – Mosaic engagement begins.

Reve

nue

4

The Marketing Challenges

Playing in a relatively immature yet increasingly active space of the market, RainKing needed the backing of a strong brand and a compelling narrative to attract, engage, and ultimately win over its ideal buyer.

Brand Refresh

Previous top of the funnel volume had plateaued and existing organic and paid efforts were largely ineffective. RainKing needed a new, sustainable source of high quality prospects to help it achieve the desired growth and scale that it hoped to achieve within a 3-5 year time period.

Demand Gen

RainKing had little visibility into its inbound funnel, making it very difficult to both accurately track and report against inbound efforts as well as diagnose where breakdowns and “leaks” were occurring. Inbound Funnel

While RainKing had already made strategic investments to strengthen its martech stack, it was not optimizing the data, platforms, or processes to extract value from these technologies to maximize ROI . Marketing Operations

Focus and GrowthScaling a marketing organization and strategy up from the ground is hard for any high growth organization focused on the bottom line, but is especially challenging at a mid-stage, PE-backed company like RainKing is striving to maintain EBITDA margins while also working very hard to deliver big wins upfront.

5

lllll

W R I T E A T I T L E I N T H I S S E C T I O N

Our Promise to ourCustomers"Success seems to be connected with

action. Successful people keep moving. They make mistakes, but they don't quit.”— Conrad Hilton

6

Marketing Challenge: Branding

Playing in a relatively immature yet increasingly active space of the market, RainKing needed the backing of a strong brand and a compelling narrative to attract, engage, and ultimately win over its ideal buyer.

Brand Refresh

Professional, sophisticated, authoritative Created distinction between data provider and

intelligence provider, helping to justify price point Tagline supported efforts to define new category Compelling brand story built on value and trust

Why did RainKing exist?Who did RainKing serve?What problems did RainKing solve better than

anyone else? Resonated across stakeholders- prospects,

customers, and employees Consistency across channels ,starting with website

Cartoonish, immature, unprofessional Mistakenly placed RainKing in the “data provider”

category, selling the solution shortLacked compelling “story” to support the brand“One-size-fits-all,” feature-driven sales approachLack of brand consistency across channels

From To

7

Marketing Challenge: Demand Generation

Previous top of the funnel volume had plateaued and existing organic and paid efforts were largely ineffective and were not reaching the stakeholders and influencers integral to the purchase decision. RainKing needed a new, sustainable source of high quality prospects to help it achieve the desired growth and scale that it hoped to achieve within a 3-5 year time period.

Demand Gen

Content Marketing EngineEstablished RK as authority in sales

and marketing intelligence, incorporating research data where

available

SEO Audit & Strategy3-part strategy designed to

increase volume and quality of inbound website traffic

Paid Marketing PlanTest and learn strategy focused on

driving highly qualified leads to optimized conversion experiences

Social Media MarketingOn-brand efforts (focus on LinkedIn) to increase brand

awareness and excitement around sales/marketing intelligence as a

newer category.

Event MarketingMore formalized event marketing

strategy which allowed RainKing to develop deeper relationships with

key influencers

Demand Generation Tactics Redesigned Website

• Optimized landing pages that drive action and form fills• User friendly navigation – mindful of different personas, use cases, etc. • Strong CTAs present throughout, driving lead to conversion rates• Presents brand story and value proposition clearly and concisely, no digging

or detective work

8

Demand Generation Results

4.3Xreturn

on paid search spend

4.3Xreturn

on paid search spend

321% increase

in traffic from social media

321% increase

in traffic from social media

Paid Search

CRO

Total Site Traffic

Leads

Social

86% increase

in lead conversion rates

86% increase

in lead conversion rates

Organic Search

153%increase of unique

website visitors

153%increase of unique

website visitors

376%increase in the

number of leads

376%increase in the

number of leads

131%increase in organic

search traffic

131%increase in organic

search traffic

Our demand generation strategy worked to not only drive increased traffic to the newly designed website….

…but the traffic we were attracting were also converting into high quality leads, ultimately impacting RainKing’s bottom line.

9

Marketing Challenge: Funnel Management

• Improve lead routing based lead priority and rep performance

• Implement “Hot transfer process” from BDR to rep

• Build new, highly targeted marketing nurture workflows

RainKing had little visibility into its inbound funnel, making it very difficult to both accurately track and report against inbound efforts as well as diagnose where breakdowns and “leaks” were occurring.

Inbound Funnel

Shorter Sales Cycles96%increase

in deals opened and won in the same month

Shorter Sales Cycles96%increase

in deals opened and won in the same month

Higher Deal Values15%increase

in average contract value (ACV)

Higher Deal Values15%increase

in average contract value (ACV)

1 Map out the current inbound flow and establish baseline metrics to highlight areas of opportunity.

Identify and implement tactics to improve the process. 2

3 Determine impact and quantify results.

10

Dashboard

• Lifecycle Metrics

•Demos, Leads, Opps, NPS etc..

• Deal Metrics

•Total deals, inbound vs outbound,

pipeline growth

• Conversion Metrics

•Lead, opp, and deal

conversion rates

• Key Channel Metrics

•Paid, Organic, Email

11

Marketing Challenge: Marketing Operations

• Ineffective use of the existing sales and marketing technology stack

was not allowing for effective lead management

•Lack of diligence or consistency around marketing reports or

dashboard

• Stale and inaccurate SFDC data was making it hard to effectively

market to our prospects

• Haphazard marketing efforts were causing poor email deliverability

and increasing opt outs and spam risk

• Inefficient work management process was not optimizing an already

lean marketing team with limited resources

From To

• A well-planned, strategically designed marketing automation platform that

was effectively integrated with SFDC•Increased inbound workflows from 1 to 15+, enabling a more targeted approach

•Improved landing page experience to improve conversion rates• Implemented lead scoring for 100% of leads to drive lead prioritization, routing, and management strategy

• Consistent, insightful, accurate reporting across platforms, including GA

• Improved data quality across hundreds of thousands of prospect records

and renewed rigor around data hygiene best practices

• More disciplined email approach that improved deliverability from below

80% to 99%

• A highly productive, agile marketing team utilizing 2 week sprint planning

process to strategically prioritize and manage a large workload

While RainKing had already made strategic investments to strengthen its martech stack, it was not optimizing the data, platforms, or processes to extract value from these technologies to maximize ROI .

Marketing Operations

12

Marketing Challenge: Focus and Growth

• Who should be my first marketing hire?

• What should my marketing team look like, given my company’s stage and size?

• Should I build my marketing team with full-time employees or part-time contractors?

• When does it make sense to invest in a full-time CMO?

• How do I strengthen the marketing team I inherited/already have in place?

• How do I find the right CMO or marketing leadership for my company?

•How do I keep the momentum going through the hiring process and other periods of transition?

• What marketing tactics and trends should we focus on and prioritize for quick ROI wins and longer-term sustained growth?

• How do I scale marketing efforts effectively and efficiently?

•How do I present the marketing business case to my board, investors, and/or executive peers?

• How do I track results and measure success/return on my marketing investment?

Building the Team

Driving Results

Telling the Story

Focus and Growth Scaling a marketing organization from the ground is hard for any high growth organization, but is especially challenging at a mid-stage, PE-backed company striving to maintain EBITDA while also working very hard to deliver big wins upfront.

13

W R I T E A T I T L E I N T H I S S E C T I O N

Our Promise to ourCustomers"Success seems to be connected with

action. Successful people keep moving. They make mistakes, but they don't quit.”— Conrad Hilton

14

Leadership Team

CO - FO U N D ER

Ben Scandlen

A proven marketing executive that has driven growth for

industry-leading companies through demand generation

strategies, strategic communications and exceptional brand

development. His leadership and expertise across the

marketing life-cycle creates marketing that measurably

delivers on growth objectives and brand ideals. Prior to

Mosiac, Ben introduced and grew digital marketing and led

successful marketing teams at companies across the

education, financial services, and airline sectors.

CO - FO U N D ER

Neeti Patel

An experienced marketing leader and product manager that has

worked with big brands and mid-sized, high growth companies

alike to create value through an unwavering focus on customer

experience at every stage of the lifecycle. From optimizing lead

conversion to reducing churn, Neeti has a proven track record for

delivering quick wins while also strategically laying the foundation

for long-term, profitable growth. Prior to Mosiac, Neeti led

marketing and product management at companies including

American Express and Hilton. She holds an MBA from Harvard

Business School and a BS, cum laude, from New York University’s

Stern School of Business.