AdvisorStream case study: Landing in the UK market in 90 days
durhamlane’s joint sales and marketing campaign brought Canadian fintech AdvisorStream into the UK market, generating 41 opportunities in three months – 63.8% of them marketing qualified. Local market knowledge was as valuable as the pipeline: we taught an overseas market leader how the UK financial sector buys.
AdvisorStream provides an industry-leading, automated digital marketing platform for financial advisors. Since 2012, the Canadian company has partnered with more than 40 of the world’s top financial publications to deliver a stream of fully licensed content for advisors.
With market domination in North America secured, AdvisorStream turned to scaling overseas and specifically, the UK.
Land and expand is a growth strategy where a company enters a new market with one narrow segment it can win quickly, proves itself with early wins, then grows from that foothold. It only works if you pick the right entry point, and with little knowledge of the nuances of the UK financial market, AdvisorStream engaged durhamlane as sales experts.
We created strategic SDR campaigns focused on two markets that mattered most: independent financial advisors (IFAs) and enterprise.
Our aim was to maximise both marketing and sales-qualified leads through marketing activity and the creation of engaging content, using dedicated analytics tools to identify the right data-led tactics, driving campaign success and optimising every pound of investment.
The IFA market responded fastest, giving AdvisorStream exactly the kind of foothold a land-and-expand strategy needs.
“Not only was the durhamlane team instrumental in generating a steady flow of leads for our sales team to close, but they also educated us on the many nuances of the market that would have been far more difficult to learn on our own. Professional through and through, durhamlane is a must-have partner for anyone wanting to accelerate the growth of their business.”
KARIM RASHWAN
Managing Director, AdvisorStream
The outcome: A UK pipeline and the market knowledge to grow it
41
opportunities in 3 months
63.8%
of opportunites were marketing-qualified leads
Over a three-month period, durhamlane generated 41 opportunities for AdvisorStream (a dozen a month) with 63.8% being marketing qualified. The campaign created a strong pipeline, particularly within the IFA market, and AdvisorStream continues to grow its international presence, close new business and penetrate the UK market as the financial sector’s leading automated-content platform.
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