B2B Growth Marketing Case Study: 40% Year-over-Year Growth
Muratcan Koylan
Thinks Mobility is a UK based global product powerhouse that develops emerging technologies and delivers superior digital solutions. With a focus on innovation, Tmob offers a comprehensive range of products and services tailored to meet the unique needs of its clients. As their Senior Marketing Specialist, my role was instrumental in enhancing Tmob's bottom of funnel lead generation, digital presence, boosting marketing performance, and elevating their brand recognition within the B2B sector. This case study highlights the strategies, tools, and processes employed during my tenure, showcasing how we transformed Tmob into an industry-leading digital powerhouse, recognized among Fast Company's Top 100 Internet Companies.
Tmob has established itself as a trusted partner for businesses seeking custom-fit digital ecosystems and innovative products. With a diverse range of solutions, Tmob caters to various industries, including telecommunications, e-banking, smart cities (municipalities), NDC airlines, and quick commerce. Their expertise lies in creating future-proof digital experiences and leveraging emerging technologies to drive growth for their clients.
Tmob's Product and Service Offerings:
- Mobile Financial Services (MFS) Platform: Tmob's MFS Platform provides a breakthrough digital experience, offering customizable and innovative digital wallet solutions for telcos, e-money, and eCommerce players worldwide. With 40 million+ active end-users, this platform has unlocked new revenue streams for its clients.
- Ubimecs: Through their turnkey, revenue-driven, omnichannel e-commerce platform, Tmob optimizes the digital experience and return on technology investment for airlines and instant delivery players globally.
- Future-Ready Fintech Solutions: Tmob provides customer-centric, analytics-driven, and scalable fintech solutions. They leverage their global expertise in banking-as-a-service and open banking to enable institutions to develop their own fintech platforms.
Sector Focus and B2B Expertise:
Tmob's B2B focus is evident through their tailored solutions for specific industries:
- Telecommunications: Tmob has developed innovative digital wallet platforms for telco companies, helping them expand their financial services offerings and engage new customer segments.
- E-banking: Their future-ready fintech solutions enable banking institutions to embrace digital transformation and open banking initiatives, enhancing their competitiveness and customer reach.
- Smart Cities (Municipalities): Tmob has worked closely with municipalities to create digital solutions that improve urban life, such as the Istanbulkart project, a digital payment solution for Istanbul's residents.
- NDC Airlines: Tmob's expertise in the airline industry includes providing cutting-edge digital platforms to enhance airline retailing, improve customer experiences, and drive revenue growth.
- Quick Commerce: Tmob's quick commerce solutions help instant delivery players optimize their digital presence and operations, ensuring they stay ahead in the fast-paced world of on-demand deliveries.
Driving Tmob's Digital Transformation:
From May 2021 to July 2022, I played a pivotal role in driving Tmob's digital transformation and marketing success. With a keen interest in AI, B2B growth marketing, and disruptive innovations, I brought a fresh perspective to the team. My expertise in data-driven campaigns, content strategies, automation, and event management contributed to significant growth and established Tmob as a prominent player in the digital ecosystem.
Strategic Marketing Campaigns: Supercharging Lead Generation
The primary goal was to enhance middle of funnel and bottom of funnel lead generation and optimize marketing performance through data-driven campaigns. This involved targeting the right audiences, applying a test-and-learn approach, and continuously optimizing our strategies.
- Data-Driven Campaigns: Utilizing HubSpot, a powerful marketing tool, I implemented and tracked targeted campaigns. This allowed us to gather valuable insights, identify trends, and make data-informed decisions to optimize our campaigns.
- Lead Scoring and ABM: Building comprehensive lead scoring models and targeted Account Based Marketing (ABM) workflows enabled us to prioritize high-value prospects and focus our efforts effectively.
- Marketing Automation: I crafted automated workflows and compelling email content for lead nurturing and sales sequences, streamlining our processes and accelerating lead conversion.
Outcome
- Year-over-Year Growth: Our data-driven approach resulted in a remarkable 40% year-over-year growth in lead generation, indicating the success of our targeted campaigns.
- Improved Conversion Rates: By implementing lead scoring and ABM strategies, we achieved a significant 25% increase in MQL to SQL conversion rates, shortening the sales cycle and improving overall sales performance.
Example Campaign: Telecommunications and Fintech ABM Campaign
Targeted Sector Approach: Leveraging HubSpot and LinkedIn Sales Navigator, I executed an ABM campaign focused on the telecommunications and fintech sectors. This initiative engaged key decision-makers and influencers within these industries.
Rebranding and Digital Transformation
Tmob sought to modernize its brand identity to align with evolving market trends and enhance its digital presence. The objective was to create a contemporary and minimalist brand image that resonated with our audience and reflected our forward-thinking nature.
- Logo and Brand Redesign: I led the redesign of Tmob's logo, embracing a modern aesthetic that conveyed simplicity and innovation. This new brand identity was designed to foster enthusiasm and a renewed sense of energy.
- Launch Content and PR: To introduce the new brand identity and digital transformation initiatives, I crafted compelling launch content, press releases, and blog posts. These communications highlighted the strategic vision behind the rebranding, showcasing Tmob's commitment to innovation and its customers.
- Cross-Functional Collaboration: To ensure a holistic rebranding process, I conducted over 100 brand concept evaluations, involving cross-functional teams and incorporating diverse perspectives. This collaborative effort resulted in a cohesive and well-received brand identity.
- Digital Transformation Strategies: I developed and executed sector-specific digital transformation strategies for telecommunications, e-banking, smart cities, NDC airlines, and quick commerce. This tailored approach ensured our strategies resonated with each industry's unique needs.
Tool Integration and Compliance
Powerful Toolstack: To maximize our impact, I integrated a range of tools, including HubSpot, LinkedIn Sales Navigator, Sendinblue, GetProspect, PhantomBuster, Hunter, Lusha, Apollo, Yoast SEO, Google Analytics, and SEMrush. Each tool played a critical role in enhancing our digital presence, campaign management, and analytics.
GDPR Compliance: Ensuring compliance with GDPR guidelines was a key priority. All our campaigns and data handling processes adhered to strict data privacy and security standards, safeguarding sensitive information.
Content Marketing and Expanding Reach
The content marketing strategy aimed to expand our reach and engage new audiences, including C-level executives and industry-specific organizations. By leveraging full-funnel content and innovative campaigns, we sought to establish Tmob as a thought leader in our industry.
- Full-Funnel Content Strategy: Utilizing my deep understanding of B2B content across various verticals and personas, I created content that resonated with our target audiences at every stage of their journey, from awareness to conversion.
- Innovative Campaigns: Collaborating with design freelancers and content agencies, I developed cutting-edge marketing assets, particularly for Bottom of the Funnel (BOFU) engagements, ensuring our content stood out and captured attention.
- LinkedIn Engagement: Through consistent and strategic content sharing on LinkedIn, we significantly grew our follower base and engagement rates, positioning Tmob as a trusted source of insights and expertise.
Product Launches: Managing High-Impact Launches
I managed the launch of Istanbulkart, a digital payment solution targeting 16 million residents of Istanbul. This involved coordinating with municipality officials and ensuring a seamless introduction of the product, resulting in high download and engagement rates.
Impactful Collaborations: Our collaborations with municipality officials and other stakeholders demonstrated our ability to work effectively with diverse organizations, ensuring successful product launches and user engagement.
HubSpot Management and Automation
The goal was to leverage HubSpot, a powerful marketing automation platform, to streamline and enhance our marketing and sales processes. By building effective workflows, automating tasks, and utilizing data-driven insights, we improved efficiency, lead generation, and overall marketing performance.
- HubSpot Implementation: I led the implementation and setup of HubSpot, customizing it to Tmob's unique needs. This involved creating tailored properties, workflows, and reporting dashboards to align with our specific sales and marketing goals.
- Zapier Automations: To further enhance our automation capabilities, I built Zapier integrations, connecting HubSpot with various other tools in our stack, such as Sendinblue for email marketing and Google Sheets for data management. This allowed for seamless data flow and automated task execution.
- Lead Nurturing and Scoring: Utilizing HubSpot's lead nurturing and scoring features, I developed targeted workflows to nurture leads effectively and prioritize high-value prospects. This ensured that our sales team received qualified leads, improving their efficiency and closing rates.
- Targeted Account Selection: Utilizing industry research and insights, I identified high-value accounts within the telco and airline sectors for our account based marketing (ABM) campaigns, focusing on those with the highest potential for long-term partnerships.
- Personalized Content and Messaging: I developed customized content and messaging tailored to the specific challenges, pain points, and opportunities faced by these industries. This content showcased Tmob's expertise in providing digital solutions for telecommunications and airline-specific challenges.
- Multi-Channel Approach: To reach our target accounts effectively, I employed a multi-channel approach, utilizing email campaigns, LinkedIn outreach, targeted advertising, and event participation. This ensured that our messaging reached the right decision-makers through their preferred channels.
- Sales and Marketing Alignment: Through HubSpot, I facilitated better alignment between our sales and marketing teams. This involved creating shared dashboards, defining lead qualification criteria, and establishing a seamless handoff process between the two teams.
Social Media Management for B2B Audiences
Creating tailored content for our B2B audiences, I increased our presence and engagement on social media platforms, particularly LinkedIn. This resulted in a substantial growth in followers and improved interaction rates.
- Targeted LinkedIn Campaigns: By leveraging LinkedIn's powerful targeting options, we executed targeted campaigns that drove significant growth in brand awareness and lead generation, connecting us with key decision-makers in our target industries.
- Enhanced LinkedIn Presence: The campaign led to a substantial 300% increase in our LinkedIn followers, along with improved engagement rates, demonstrating the effectiveness of our targeted approach.
Newsletter and Whitepaper Strategy: Thought Leadership
The newsletter and whitepaper strategy aimed to establish Tmob as a thought leader and trusted advisor in the industry. By providing valuable educational content, we sought to attract high-quality leads and showcase our expertise.
Tmob Insights Newsletter:
- Content Creation: I launched the Tmob Insights newsletter on HubSpot and LinkedIn, offering valuable insights and updates on emerging technologies and trends.
- Audience Engagement: The newsletter provided a platform to engage with our audience, share our expertise, and build a community of interested subscribers.
- Rapid Subscriber Growth: The newsletter gained rapid traction, experiencing substantial growth in subscribers. It became a powerful lead generation tool, attracting high-quality leads interested in our insights and offerings.
Whitepapers: Comprehensive Educational Resources
I created comprehensive whitepapers exploring relevant topics such as express grocery delivery, the impact of NDC and ONE Order in airlines, and the transformation of retail with new technologies. These whitepapers showcased Tmob's expertise and provided actionable insights.
🔗 https://thinksmobility.com/whitepapers/
Attracting High-Value Leads: By offering these educational resources, we attracted high-value leads, including executives and decision-makers in various industries. This facilitated deeper engagements and positioned Tmob as a trusted partner.
Event Management and Brand Awareness
Event management and brand awareness activities were designed to increase Tmob's visibility, foster strong relationships, and enhance our reputation within the industry.
- Internal and External Events: I organized a range of events, including team gatherings, brand awareness activities, and in-person/online events. These events provided platforms for connection, collaboration, and enhanced brand visibility.
- Holiday Touch Strategies: I managed creative holiday campaigns, incorporating playful designs, NFTs, and customized gift boxes, surprising and delighting our customers. This unique approach strengthened our relationships and increased brand loyalty.
Conclusion
My role as a Senior Marketing Specialist at Tmob was instrumental in driving their digital transformation and marketing success. By implementing data-driven campaigns, innovative content strategies, and effective event management, we achieved significant improvements in lead generation, conversion rates, and brand awareness. The recognition by Fast Company as a Top 100 Internet Company underscores the effectiveness of our comprehensive marketing strategies.
This case study highlights the tangible results and strategic approaches that I bring to the table as a fractional CMO and Marketing AI Consultant. Clients who engage my services can expect similar transformative outcomes, propelling their businesses to new heights and establishing a dominant market presence.
For further inquiries or to discuss how I can assist your business in achieving its unique marketing goals, please don't hesitate to contact me. Let's collaborate to drive growth and success, leveraging the power of data-driven strategies and innovative marketing approaches.
