Picwell needed to scale its lead generation efforts to drive new business sales, but marketing and sales lacked the tools needed to accurately vet and engage leads. There was no lead scoring framework to prioritize high quality leads, and Picwell lacked a method to track and attribute where their best leads and deals came from. With no clarity on what was actually working in their current marketing plan, Picwell was unable to adjust their GTM strategy to drive growth.
Picwell needed to scale its lead generation efforts to drive new business sales, but marketing and sales lacked the tools needed to accurately vet and engage leads. There was no lead scoring framework to prioritize high quality leads, and Picwell lacked a method to track and attribute where their best leads and deals came from. With no clarity on what was actually working in their current marketing plan, Picwell was unable to adjust their GTM strategy to drive growth.
Traction AI rebuilt Picwell’s GTM strategy. We segmented buyers by industry and persona using ZoomInfo and other data enrichment sources, aligned messaging to open enrollment timelines to increase conversion rates among HR decision maker targets, and created high-impact, personalized campaigns delivered to the right people at the right times. Automation handled nurturing and follow-up, freeing the team to focus on leads that converted from the “always on” nurture campaigns.
With precise targeting and marketing automation, Picwell doubled its customer base year-over-year in the first year of its partnership with Traction AI. And for the first time, 54% of all new business deals could be directly attributed back to marketing-led efforts—transforming marketing from a cost center into a revenue engine.
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