SUCCESS STORY

New Brand Strategy to Grow Market Share

MARKETING STRATEGY, LEAD GENERATION, AND SALES ENABLEMENT

Client: Trial Interactive
Project Timeline: September 2021 - Present

Services Provided: Go-To Market Strategy, B2B Marketing Plans and Execution, Advanced Reporting, Sales Collateral, Sales Enablement

The Challenge

Trial Interactive, the life sciences division of TransPerfect, is an industry leader in practical, global eClinical innovation that simplifies and automates clinical processes for sponsors, CROs, and sites around the world.

Working hand in hand with Trial Interactive’s in-house marketing team, The Moving Company was tasked with developing and integrating fresh strategy into the company’s mission-critical marketing systems. To gain share against competitors, including the $1.8B market leader, Trial Interactive needed to optimize campaigns and channels, quickly create sophisticated nurturing for paths for nuanced audience segments, and position their offerings as a unified solution. While this could have taken the company 18+ months and significant resources to accomplish on their own, The Moving Company was able to deliver these critical items in just 6 months.

M+Co spent the first three months putting foundations into place with us. Now we’re seeing a ton of marketing influence on almost every deal, and seeing marketing-generated deals flowing through a strong pipeline to closed won revenue.

The Process

The Moving Company initially focused on three actionable categories for improvement: research and strategy, messaging and brand content, and measurement to create a quantifiable, results-driven approach. The Moving Company worked with the Trial Interactive team to form concrete deliverables that helped lay the groundwork for their strategy shift. These deliverables included identifying and addressing major gaps in conversion tracking and multi-touch attribution, creating landing pages for Google ads, creating a 52-week, SEO and competitor-driven editorial calendar, and revamping their social ad campaigns in order to capture the eye of their market more effectively.

The Moving Company also developed a comprehensive automated email nurturing drip, writing specific content to funnel and engage each area of Trial Interactive’s business. The Moving Company’s work included extensive examination and auditing of competitors, ensuring messaging was on-point for targeted accounts, decision makers, and buying committees. This competitor insight was utilized in putting forth compelling ads and landing pages, driving market demand for Trial Interactive’s eClinical solution.

Beyond this, The Moving Company created a comprehensive sales deck, including detailed appendices outlining Trial Interactive’s various product offerings. This deck was, at its core, a unique story crafted by The Moving Company, complete with compelling content and eye-catching design. The eClinical market is saturated with marketing that fails to adequately highlight product advantages and benefits, focusing almost exclusively on features. The Moving Company was able to shift the Trial Interactive storytelling, bringing Trial Interactive a competitive edge with feature-advantage-benefit marketing.

Problem Solved

Alongside overarching marketing strategy and creative and content support, The Moving Company’s sales enablement initiative has delivered a major positive impact on lead generation, closed-won deals and ARR. 

  • 8x increase in webinar registrations for the CTMS, the new product The Moving Company helped to launch. With The Moving Company, Trial Interactive saw a 218.1% increase in webinar registration leads. 

  • Gained customers for a new product line with a product awareness campaign that drove SQLs via email, LinkedIn, and Google Ads.

  • 5x more LinkedIn clicks per dollar spent, cutting the cost per click on LinkedIn by 80%+.

  • Developed a full-year detailed growth strategy that is currently in use across all products.

  • Created our first full-funnel attribution reporting to help us measure and improve results across all channels

  • Marketing approaches generated a massive influx of closed-won deals, and ABM campaigns now provide 100+ touchpoints to 95%+ of all company deals that now close.