Improving a thriving business is a strategic imperative to stay ahead of the competition and continue delivering value to customers.   The challenge is convincing not only executive leadership but also leaders and stakeholders that change is needed. When everyone is making their numbers and revenue continues to grow, it is not a welcome effort - more work, different work, and uncertainty. 

The trick is to start small, get a win, and keep going. 

At a B2B adtech agency, this challenge was overcome with a few strategic, low-investment efforts in content and through a partnership with sales, understanding that the digital campaigns, while performing well and delivering lead volume, were not generating quality leads that converted.

Two major shifts drove 3x marketing revenue, half the number of leads to work, drove 2x overall revenue growth and driving YoY account growth and unprecedented retention

1) Changing the message for all digital from a "buy now" product-focused message to a content, story "read this" or "did you know" message.  This drove people experiencing challenges we solved to a sales team ready to listen, address challenges, and partner on solutions.

2) Standing up a pain point solution webinar series that identified the right stakeholder, which issue was a priority, and created a connection for sales to build a strong relationship and partnership.