NFP
NFP is the 5th largest benefits broker by global revenue.
Decrease in advertising cost of acquisition
Faster sales cycle
Increase in ACV
the problem
NFP’s growth had historically been driven by sales. Marketing was siloed, and there was no unified demand generation program supporting the business.
The team needed to create stronger alignment between Sales and Marketing while building the infrastructure required to generate and capture demand at scale.
For a company with an established sales organization and ambitious growth goals, the opportunity was clear: build a modern marketing engine that could create awareness, generate qualified demand, and make it easier for Sales to acquire revenue.
the work
Refine Labs started with a full-funnel assessment of NFP’s marketing and sales process to identify the biggest opportunities for improvement.
From there, the team helped NFP build the foundations of a modern demand generation program — refining the ICP, sharpening positioning and messaging, developing differentiated creative, and building the systems needed to measure what was actually driving pipeline.
The strategy connected demand creation and demand capture. Paid social helped NFP reach the right buyers with relevant messaging, while paid search captured existing demand from prospects actively looking for solutions.
Just as importantly, Refine Labs helped bring Sales and Marketing together around a shared approach to generating and converting demand.
Decrease in advertising cost of acquisition
Faster sales cycle
the RESULTS
In just nine months, NFP went from a primarily sales-led motion to a full-scale B2B demand generation program.
The new engine gave NFP the infrastructure to create demand, capture existing intent, and connect marketing activity more directly to revenue.
NFP achieved a 238% return on its investment in the program.
The impact extended beyond a single channel. NFP built a repeatable system for reaching the right buyers, generating opportunities, and supporting Sales with a more effective path to revenue.
The result was a stronger acquisition engine — and a foundation NFP could continue to scale.
”
“We quickly found ourselves connecting pipes and improving our website flow and we started to see inbounds. We started seeing people come to us and transact with deals closed in three to four days.”
Kyle Healy
NFP
·
Senior VP, NFP
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