Organisations globally are under increasing pressure to reinvent themselves and respond to evolving expectations and disruptive competition. According to Blackdot, real change is only possible when looking at the entire picture, including strategy, people, process and technology. It’s these levers the consulting firm uses to accelerate transformation for its clients and itself.
“Digital has fundamentally changed the way customers and buyers behave. We identified marketing automation as a way to respond and take advantage of new opportunities,” said Marty Nicholas, Managing Director at Blackdot. “Partnering with Salesforce has put us at the forefront of best practice.”
Blackdot has now doubled down on its investment in the platform and is breaking new ground in the use of B2B marketing analytics.
A focus on marketing, sales and service differentiates Blackdot from most consulting firms. Still, it relied heavily on relationships and referrals for growth. Its marketing and sales processes were largely manual and it lacked data maturity.
The move to Salesforce six years ago was a turning point. The firm cleaned up its data, built an award-winning website and mapped out journeys for each customer persona. It then went against the grain in the industry by sharing its content and expertise for free.
“We wanted to lift awareness of Blackdot but also provide prospects and customers with new insights and get them to think about their challenges through our lens,” said Nicholas. “Sales Cloud and Pardot have helped us build out our customer personas and reach the right people with the right campaigns.”
Blackdot is now working smarter and faster to scale its content-driven campaigns and grow its pipeline. Whitepapers, webinars and blogs answer readers’ fundamental questions about transformation. Event invites entice attendees with targeted content based on customer personas. Pardot helps the firm manage the resulting leads, scoring and delivering the top ones to sales.
“When sales reps began to receive automated alerts with actionable leads, it was like a light went on across the business. Everyone understood why we’d made this investment and we had the buy-in to go further,” said Nicholas.