Clari
Clari is the category-leading revenue platform helping B2B organizations increase win rates, shorten sales cycles, and improve forecast accuracy.
Decrease in advertising cost of acquisition
Decrease in cost per sales qualified opportunity
Increase in win rates
the problem
Clari’s marketing team is responsible for creating and accelerating pipeline for both new and existing customers.
Before Refine Labs, Clari’s SVP of Marketing says they were running a very traditional approach, where they believed they were pulling the appropriate levers for paid advertising, but the efficacy wasn’t understood. They expected buyers would see their ads, click the ads, and convert to buy their product. Full stop. They soon realized this wasn’t how buyers buy today.
Clari recognized that to shift their demand strategy and how buyers buy today, the brand needed help with messaging and positioning, measurement alignment, and a shift in mindset.
the work
Clari’s partnership with Refine Labs began with prioritizing their messaging and positioning so that storytelling could become a competitive advantage for their brand.
Kyle Coleman, SVP of Marketing at Clari, says, “Traditionally to evangelize your solution you explain what it does, why it’s better, and why others should buy it. But instead through category positioning help, Clari evangelized not only the solution, but also took a unique angle when addressing the problem they solve.”
When Refine Labs kicked off the engagement, this was around the same time Clari was introducing Revenue Collaboration and Governance to the market. Instead of leading with product value ads, Refine Labs helped amplify the category Clari was creating by focusing on the fact that there was not an enterprise system to run revenue, which had created “the biggest problem hiding in plain sight” — Revenue Leak.
As defined by Clari, Revenue Leak is the loss of revenue due to breakdowns in the revenue process. With this in mind, the team positioned campaigns around protecting revenue in a downturn and achieving revenue precision — all driven by stopping revenue leak and having visibility into pipeline and forecast.
As Refine Labs ramped campaigns, the team focused on what messaging and creative was resonating with the audience in order to draw a very clear line between Clari as a brand and running revenue as a process.
Decrease in advertising cost of acquisition
Decrease in cost per sales qualified opportunity
the RESULTS
Overall results were achieved by modifying the GTM strategy to focus on creating and capturing demand.
The first step was optimizing Google Ads to focus on high-intent only. This meant removing money spent on getting in front of prospects with the intent and urgency to buy. With this focus, Refine Labs removed broad-match and ensured Google Ads was no longer driving content downloads. From there, the team incorporated new high-intent keywords paired with updated ad copy and modified bidding strategies.
To capture demand that was ready to create, Refine Labs leveraged target account lists so Clari could get the right message in front of the right buyer persona on LinkedIn. Lead-gen forms and content-download objectives were retired, and zero-click content was introduced in order to educate buyers in the feed.
This included customer case studies, category creation, and product-value ads. These efforts decreased overall ad spend by 38% and decreased cost per sales-qualified opportunity by 38%.
By focusing on creating demand for the right buyer, acquisition costs were reduced by 67% while overall win rates increased by 64%.
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"When we brought the idea that we solve revenue leak to Refine Labs—it was amazing to see the team bring it to life through messaging and creative ads.”
Kyle Coleman
Clari
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SVP of Marketing, Clari
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