Cox 2M, the IoT division of Cox Communications, had successfully introduced its IoT and data analytics services into selected markets and was now ready to aggressively ramp up its operations. The leadership team sought to create a unified sales and marketing organization with the focus and tools to quickly drive brand awareness and revenue growth for six solutions across three vertical markets.
Cox 2M’s Head of Commercial tapped Marsden Marketing to develop the marketing foundation and infrastructure to drive rapid growth and to guide data-driven strategic planning and execution.
Go-to-Market Strategy (GTM) & Plans | |
Branding & Messaging | |
Integrated Marketing Technology Stack | |
Interactive, Lead Generating Website | |
Demand Generation & ABM Campaigns | |
Content Marketing & Sales Enablement |
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In-Depth Market & Competitor Analysis: |
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Brand & GTM Strategies: |
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Demand Generation: |
• | Integrated Campaigns:
Executed multifaceted, targeted campaigns with content, ABM, PPC ads, email, personalized retargeting ads, tradeshows, direct mail, and social media. Using defined KPIs and data, the campaigns were continuously optimized and refined. |
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Sales Enablement: |
Quick-start program jumpstarted sales
Accelerated sales pipeline with six unique ad campaigns and 48 pieces of sales collateral in the first phase of campaigns
Surpassed first-year sales target by 21%
Integrated marketing and sales efforts accelerated revenue growth
300% growth in lead generation
Grew to over 500% growth within the first year
200% increase in website visitors
Traffic increased as a result of a new interactive website
600% increase in sales pipeline
Referral traffic tripled from other influencer sites
Within months, Marsden Marketing helped lay the foundations for rapid and agile growth through branding, messaging, sales enablement, digital infrastructure, content and targeted advertising. Building on these foundations, the data-driven campaigns were tailored, executed, and optimized to deliver sales-ready leads. Sales teams were made more effective with tools and materials to advance opportunities to close.
Cox 2M scaled from an early market entrant to an operational commercial organization that exceeded growth targets.
“The Marsden team’s ability to provide both strategy and execution enabled us to quickly scale our marketing and sales efforts. They truly delivered measurable, tangible business outcomes, and worked as vital members of our team. Plus, they’re a joy to work with.”
Lisa McDonough | Head of Commercial, Cox 2M
B2B marketing agency Marsden Marketing is an award-winning demand generation, strategy, digital marketing, and PR company. Servicing clients worldwide, we are a Salesforce/Pardot partner and the leading HubSpot Platinum partner based in Atlanta, GA.