Challenges
- The competition between Mentis and its industry counterparts can be likened to the biblical tale of David versus Goliath.
- Mentis, a bootstrapped company, has received accolades from both analysts and customers.
- Meanwhile, established players such as IBM and Informatica possess substantial financial resources.
- Thus, engaging in direct competition with these giants would likely prove ineffective.
- The primary challenge, therefore, was to generate revenue in this context.
Strategy
- In our Google Ads strategy, we concentrated on competitors’ specific campaigns, as we believed they would have a higher likelihood of generating sales and a shorter sales cycle.
- For our Search Engine Optimization (SEO) approach, we targeted long-tail variations of high-intent non-branded search terms, as shorter seed keywords were already dominated by industry giants such as IBM and Informatica.
- Furthermore, we collaborated closely with our North American sales team to implement a multi-channel Account-Based Marketing (ABM) strategy, ensuring we engaged with qualified leads from our target accounts throughout their entire lifecycle.
Outcomes
- $3.3 Million — New Pipeline Generated
- 33% — CPL Reduction
- 10% — Sales Cycle Reduction
