Hotcano

BACKGROUND

Please describe your company and your position there.

I’m the director of demand generation at a tech company. We use data science to provide B2B companies a better way to analyze markets and target prospects.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Hotcano?

We needed to hire an external partner to help with marketing, such as account-based marketing (ABM), enterprise & mid-market demand generation, and nurture campaigns.

What were your goals for this project?

We wanted to get systems set up to enable us to execute on a variety of campaigns and increase our overall lead volume.

SOLUTION

How did you select this vendor?

I'd previously worked with Hotcano.

Describe the scope of their work in detail.

Hotcano used firmographic data and business intelligence to help prioritize and optimize high-value accounts. Further consideration was given to revenue potential, influence in the market, likelihood to purchase, and a potential for higher than average profit margins. That information was then incorporated into ABM campaigns. They conducted additional research to improve marketing effectiveness through better audience segmentation and marketing techniques.

Our demand generation team worked closely with Hotcano to determine key industry events and prove ROI. Organic and paid marketing channels were structured to increase the volume and quantity of qualified leads. Proper channel and audience identification was implemented in marketing campaigns that support enterprise and mid-market segments. 

Lead nurturing programs were also developed to increase conversion rates throughout the acquisition/sales funnel. Hotcano managed lead nurturing efforts, including all outbound and inbound leads, using Marketo and outreach engagement tools. They assisted in managing demand generation project timelines to ensure tasks were executed on time. This included forecasting, analyzing, and developing action plans to improve the impact of demand generation activities on sales pipeline, revenue, and sales cycle length.

What was the team composition?

I worked directly with Andrew, the founder of Hotcano.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Hotcano was able to increase our total lead volume by 25% in just 30 days.

How effective was the workflow between your team and theirs?

They’re very effective. Andrew was a tremendous help in setting up the campaigns and programs that we needed.

What did you find most impressive about this company?

Hotcano was efficient, organized, and overall a joy to work with.

Are there any areas for improvement?

No, there are no areas for improvement.