OVERVIEW

CO-OP’s biggest challenge? Dirty, outdated data, 5-year long sales cycles, missing integration between sales and marketing, and, most importantly, an old advertising mindset.

Once the data was cleaned, a new CRM system was put into place and Account-based Marketing campaigns were developed and executed. A new content development department was launched, fully integrated with PR, Marketing and Sales Enablement to ensure unified messaging and enable marketing automation.

The final result of the marketing transformation was a shortening of the sales cycle from 5 to 3 years, an increase in leads by 30% and conversions by 15%.

CO-OP changed from a run-of-the-mill advertiser to a digital powerhouse marketer in the credit union and community bank space.