In our recent client case study, we discuss how Perri Marketing helped mainframe security software vendor CorreLog grow its annual revenue from $100,000 to $5+ million, which eventually led to its acquisition by one of the largest software vendors in the world.
Founded in 2008, Correlog reached out to PMI in 2011 looking to assist their sales teams with marketing collateral and to deliver marketing qualified leads with effective marketing automation and high-quality content. They also wanted to ‘punch above their weight’ to look like a bigger software vendor.
From 2014 to 2018, and after several Fortune 500 CorreLog client engagements, PMI’s marketing strategy paid big dividends. Annual email web referrals rose from 150 to 1,400 and aggregate traffic rose from around 2,500 to over 8,000 per year.
In seven years, PMI’s marketing expertise helped CorreLog increase its annual revenue by nearly 5,000%. This was partially due to the dramatic increase in website traffic (833%) and an increase in email web referrals by 220%.
In the end, PMI’s Marketing as a Service approach helped CorreLog grow from nascent tech start-up to acquisition by BMC – all at a resources investment of roughly ¼ of the cost of one full-time marketing director.
Our Strategy
We think of ourselves as technologists first and marketers second at PMI, and our expertise means we can quickly grasp your sophisticated and specialized technology and translate your unique value proposition into language that moves business decision-makers.
With our niche understanding of the B2B enterprise software space, we focused on three aspects of a winning marketing strategy in our partnership with CorreLog:
1. We implemented marketing automation software to automate the top of the sales funnel.
When we first started working with CorreLog, they had an experienced sales team capable of closing deals, but without lead scoring and marketing automation, salespeople weren’t armed with the timely information needed to focus their efforts on the highest-quality prospects.
We began using HubSpot Enterprise CRM/Marketing Automation to automate the top of the sales funnel and then launched nurturing campaigns to funnel these prospects into Sales Qualified Leads.
2. We created high-quality content to nurture leads through the pipeline.
Our team helped create a steady stream of content. From whitepapers to blogs to webinars and press coverage in industry publications, we created content for a variety of channels and audiences to nurture prospects to the next step of the deal-making process.
3. We helped build brand recognition and establish new leads by organizing attendance at industry-leading tradeshows.
Our experienced team helped CorreLog develop a marketing budget with an activity calendar designed to increase brand awareness and broaden lead generation efforts. We produced all the visual artwork and collateral to enhance their tradeshow presence.
Lastly, we executed advertising campaigns in the most popular prospect-targeted publications in the mainframe security industry to establish the brand as both trustworthy and an expert in the field.
With these three key parts of our marketing strategy in place, Perri Marketing proved to be a vital partner in CorreLog’s success.
To read an in-depth version of PMI’s role in CorreLog’s success story, check out our CorreLog case study today.
