GroMo is a Dallas-based, full-service digital marketing agency. Their team is comprised of talented data scientists, sales enablement specialists, and strategy experts — all of whom work towards helping businesses align demand gen and execute marketing efforts that drive revenue. As an agency, GroMo specialize in paid media, sales enablement, marketing automation, and especially, account-based marketing (ABM). What makes GroMo special? It distinguishes itself with tailor-made, data-driven strategies that retain an ever-present human element.
“Every brand is unique, your marketing strategy should be too. That means constant progression, despite what stands in your way. It’s getting ahead by being proactive and maximizing your lead by knowing what’s next.“ - Cole Field, Director of Strategy
As previously mentioned, ABM is at the core of GroMo’s functions. Tracking and analyzing customer journeys across countless marketing touchpoints is fundamental to this approach. A robust marketing attribution engine is also essential to optimize ABM efforts.
The challenge with executing this is multifold. For one, it can be extremely laborious to collate and organize marketing data across various sources. This mechanical task also takes time away from creative and strategic efforts.
“Running marketing campaigns across multiple platforms can be challenging to maintain, especially when it comes to being able to connect your efforts to a client’s revenue stream. Factors has helped us consolidate a lot of the reporting we do across these different channels so we can expedite this process.”
Another challenge that arises once all the data has been collected is strategy. You have all the data you need…now what? Marketing analytics and attribution can very easily become an unintuitive, counter-productive chore without the right tools and technology. This is where Factors.ai stepped in.
As a result of the aforementioned challenges, GroMo reached out to Factors with specific requirements:
Factors.ai fortunately specializes in all three use-cases. Accordingly, GroMo initiated this partnership with a coveted client — Shoppa’s, a leading Material Handling dealerships in the US. Soon after, GroMo onboarded Versium, a cutting-edge B2B SaaS startup that specializes in data technology solutions, and BHG, one of the largest opioid treatment and recovery centers in America.
“Factors's ability to consolidate conversion rates and filter different attributes gives us a clear picture of what kinds of assets we should be using across all our platforms.”
This empowered GroMo to track and report programmatic spends, clicks, impressions and other primary KPIs. Moreover, GroMo connected Leadfeeder data to track granular outcomes & custom ABM metrics. The goal here is to derive correlation and causation relationships between revenue and paid media efforts.
These custom dimensions and properties were then leveraged to create campaign types on topics such as: type of funnel, warehouse automation, type of campaigns (search, retargeting, etc). Reports are then built to analyze and optimize each area individually.
And there you have it…
“Factors has a great team behind its product to help customize the software to fit your company’s operations. The collaboration helps tremendously with any technical hurdles.”
“Running marketing campaigns across multiple platforms can be challenging to maintain, especially when it comes to being able to connect your efforts to a client’s revenue stream. Factors has helped us consolidate a lot of the reporting we do across these different channels so we can expedite this process.”
“Factors' ability to consolidate conversion rates and filter different attributes gives us a clear picture of what kinds of assets we should be using across all our platforms.”
“Factors has a great team behind its product to help customize the software to fit your company’s operations. The collaboration helps tremendously with any technical hurdles.”
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