What Block8 needed
Co-founder and CEO of Block8, Tim Bass, says that before partnering with g2m, Block8 had “no idea what good looked like” in terms of a systematic process to address the market. “We didn’t know where to start.”
They lacked a coherent strategy that straddled marketing, sales and the customer experience, aligned KPIs, measureable targets or an integrated approach to automation. As a result, Bass says Block8 was missing out on potential sales. “There just wasn’t enough co-ordinated activity happening,” he says.
Previous efforts had been based on looking at what other companies in the tech space were doing in terms of blogs, content or social media, and following their lead. They needed an overarching go-to-market plan that translated their business strategy into specific set of sales and marketing processes and a clear idea of how to automate those processes to create a scaleable demand generation engine - and a suitable means of measuring the effectiveness of that lead generation.
Sales Director, Leighlah Ashmore says there was a lack of data and insight to systematically improve its approach to the market, and little clarity about what direction it should take.
Bass said the business to date had been built on referrals, but the efforts that had been made to cast the net more widely, simply were not working.