E n v o y : A c r i t i c a l B 2 B m a r k e t i n g

t r a n s f o r m a t i o n f o r s u c c e s s i n a s h i f t i n g

m a r k e t .

C A S E S T U D Y

PROBLEM: AFTER YEARS OF HYPER GROWTH, A SEVERE MARKET STALL DELIVERS A WAKE-UP CALL

Envoy, a leading digital workplace platform, unites

individuals to foster connections, collaboration, and

success. Throughout 2020, the startup capitalizing on

the shift to remote work due to the COVID pandemic

and grew quickly. After 2020, the tech economy got

weaker. The company had to quickly change its plans

to keep the business stable and start growing again.

P A G E 0 1

Like many technology

companies in hyper-

growth mode, large

media investments were

the norm to capture a

large share of the market

early on. With the

increasing cost and

decreasing efficiency of

broad-reach media, and

shrinking pipeline, the

company’s CAC was

unsustainable. The

company needed to pivot

fast and had no time to

wait for a new CMO to

be hired.

The Edge Impact

50% budget reduction

from innefficient spend

30% increase in closed /

won from new target

verticals in month 1

86% of large deals

closed in top 5 verticals

in Q1

P A G E 0 2P A G E 0 1

E n v o y b r o u g h t i n I n f i n i t e E d g e t o h e l p r e s t r u c t u r e t h e t e a m

a n d o p e r a t i o n s . T h e I n f i n i t e E d g e t e a m w o r k e d a l o n g s i d e

E n v o y ’ s G T M t e a m t o s h i f t f r o m a n o u t d a t e d d e m a n d

g e n e r a t i o n a p p r o a c h t o a n A B X - d r i v e n m o d e l , r e s u l t i n g i n a

s u s t a i n a b l e b u d g e t a n d a m o r e a g i l e a n d e f f i c i e n t t e a m , w h i c h

h e l p e d t h e m a c h i e v e a n 8 6 % c l o s e r a t e o f l a r g e d e a l s w i t h i n

n e w t a r g e t e d v e r t i c a l s . I E C d r o v e e f f i c i e n c y , p r o d u c t i v i t y a n d

i m p a c t w i t h t h r e e m a i n s t r a t e g i e s :

R e - s e t b u d g e t s f o r m a x i m u m e f f i c i e n c y a n d e f f e c t i v e n e s s

w h i l e i n c r e a s i n g a g i l i t y i n p l a n n i n g a n d e x e c u t i o n .

D i s c o v e r n e w m a r k e t s w h e r e g r o w t h i s s t i l l p o s s i b l e .

O p t i m i z e s a l e s s t r u c t u r e a n d p l a y s t o f o c u s o n t h e b e s t

o p p o r t u n i t i e s .

I hired the Infinite Edge team in a prior company

and when I got to Envoy, I knew I needed their help.

With volatility in sales performance, marketing

team turnover, and a critical transformation in our

GTM model, they brought expertise, leadership, and

action to help us achieve our goals quickly. They

helped us with a new verticalized approach and

enabled our sales team to close 86% of large deals

in our top 5 of our top verticals."

DAVID MCNEIL Chief Revenue Officer, Envoy

IEC implemented an interim team including a fractional CMO,

growth strategist, product marketer, and operations specialist.

They joined the company team to help them define the problem,

create the plan, and speed up the change.

The team got to work quickly:

Evaluate and reduce budget spend not aligned to the ABX

strategy

Reorganize the marketing team around a plan based on ABX

and keep them together through a company-wide layoff.

Help the marketing and sales teams uncover and chart new

market territories

Drive the transformation from traditional demand-gen to an

ABM-driven organization

P A G E 0 3

Solut ion : Uncover new opportunit ies and reorganize market ing and sales ar ound an ABX-dr iven st rategy

The Infinite Edge team looked at the team's current ABM skills and

process. They found opportunities, created a plan based on demand,

helped with change management, developed messaging, and led sales

training.

In partnership with the company’s new CMO, Infinite Edge led the effort

to right-size budget spend and reorganize the team: ABX, content, and

solutions marketing. These changes enabled the team to focus their

efforts on reaching new target verticals, delivering relevant campaigns

to target accounts, and investing in the resources necessary for long-

term success.

Additionally, Infinite Edge helped Envoy uncover opportunities in new

industries and verticalize their approach. We developed sales training

programs and tools that enabled their sales team to focus efforts on

high-opportunity accounts and cut time spent on low-intent/low

opportunity accounts.

The IEC team developed an interconnected Sales and Marketing ABM

strategy that would leverage a combination of Folloze and 6sense to

focus efforts around the best opportunities. Top-of-funnel ads and SDR-

driven outreach funnel into 6sense-connected experiences, helping sales

and marketing see how customers within each account are engaging.

Folloze sales boards meet prospects where they are in their decision-

making and provide them with the most relevant materials for their

needs, and shareable content for other members of the buying

committee.

The strategy outlined marketing and sales plays that provide sales teams

with content touchpoints throughout the journey and guidance for both

teams to drive deeper discovery throughout, increasing the likelihood of

closing the deal.

P A G E 0 4

The Infinite Edge team

worked alongside Envoy’s

GTM team to shift from an

outdated demand

generation approach to an

ABX-driven model

resulting in more than a

50% reduction in spending.

Within two months, it

became clear even with the

drastic reduction in spend

and team capacity, pipeline

results improved. As we

introduced a new agile

strategy focused on high-

opportunity accounts, the

team was able to focus

efforts more efficiently

and drive even higher

conversion rates and

opportunities with much

less budget.

T H E R E S U L T : H I G H E R C O N V E R S I O N R A T E S W I T H L E S S B U D G E T

With a verticalized approach focused on industries with real

opportunities in the current market, and a framework for

prioritizing high-opportunity accounts, the marketing and

sales teams are able to work together to focus efforts on

efficient pipeline creation and close.

P A G E 0 2P A G E 0 1

We selected Infinite Edge to bring

in senior-level expertise to

partner with me as the new CMO

and compliment our marketing

team as we transformed to a new

GTM strategy and motions.

Moving to a vertical, ABX strategy

required market research, deeper

messaging, campaign strategies

and enablement across 6

verticals in a tight timeline to

ensure we got out to market as

quickly as possible. The Infinite

Edge team was critical in leading

and developing this essential

foundation for us to build from.”

CLAIRE DARLING CMO, Envoy

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