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Decreased cost per SQL by 50%

  • “Without ZoomInfo, I think we’d have to spend a lot more time on manual processes and we’d have a lot less accurate data as an input to our sales and marketing campaigns.”

  • Zach Ruhl Commercial Vice President at Aurea Cloudfix

ABOUT THE COMPANY

Aurea CloudFix is an IT Services and IT Consulting company. Aurea has acquired 40 products over the last 20 years, and recently launched their newest product CloudFix. CloudFix is an automated way to optimize AWS cost and performance. Commercial Vice President Zach Ruhl, who oversees the Digital Marketing, Sales Operations, and Lead Generation teams, describes its unique value proposition as ‘Nonstop AWS Cost Savings.’

With 40 cloud-hosted products spanning 45,000 instances managed under AWS, Aurea developed internal, automated cloud-specific processes that delivered operational and financial efficiencies. In doing so, the company avoided spending hundreds of thousands of dollars on cloud infrastructure. Thus, CloudFix was born. CloudFix scans your AWS accounts, identifies new cost savings opportunities, and automatically implements fixes – around the clock. Unlike tools that just find one-off savings, CloudFix runs continuously in the background, so you can realize 15-60% per AWS service in compounding savings.

Industry: Information Technology & Services

 THE CHALLENGE

While developing this in-house product, Aurea CloudFix seized the opportunity to revamp its go-to-market strategy. In shaping this strategy to include the company’s new customer acquisition initiatives, Aurea CloudFix began evaluating Account Based Marketing (ABM) tools and databases. Ruhl shared that in addition to an ABM tool, “We also needed a database of contact information for our lead generation team that informs the marketing and sales campaigns.”

Aurea Cloudfix began its ABM journey with DemandBase; however this partnership was ultimately terminated and Ruhl’s team began to explore other ABM solutions. The focus of their search was to bring a greater return on investment and lower the cost per Sales Qualified Lead.

THE SOLUTION

ZoomInfo’s SalesOS and MarketingOS checked all of the boxes for Ruhl’s team and have become key solutions in driving Aurea CloudFix’s new customer acquisition strategy.

When evaluating ABM solutions, Ruhl said that it was crucial that his team had a tool
“With ABM functionality that could create audiences based on where prospects are in the buyer’s journey and also carry out effective display advertising—MarketingOS does just that.”

With MarketingOS, the team creates automated audiences built on both website visitor data and purchasing intent signals to run sales and marketing campaigns that target ready-to-buy prospects. Compared to the previously manual processes, Ruhl shares that these automated processes have increased the volume of leads that Aurea CloudFix’s Sales teams can take action on.

Having access to both SalesOS and MarketingOS continues to help Aurea CloudFix tailor its strategy to its existing customer base. Acting alongside the MarketingOS campaigns, WebSights and Intent Workflows set up in SalesOS alert an account’s sales rep immediately when that customer visits the Aurea CloudFix webpage, or spikes in buyer intent. This allows sellers to have a better understanding of their customer’s current product mix and where exactly CloudFix fits into that mix–removing any guesswork.

In addition to having access to quality data, Ruhl wanted to ensure that this information could be accessed in the systems their team work in. “The integrations that ZoomInfo has with Salesforce help maintain the data hygiene of our database and automate processes that used to be manual, so those teams can focus their time elsewhere,” said Ruhl.

THE RESULTS

After implementing MarketingOS, Ruhl observes, “We have decreased cost per Sales Qualified Lead by more than 50%, which is the main metric we’re driving towards. It’s largely due to the accuracy and volume of the ZoomInfo database and how that can inform our Marketing and Sales outreach.”

“Without ZoomInfo, I think we’d have to spend a lot more time on manual processes and we’d have a lot less accurate data as an input to our sales and marketing campaigns,” Ruhl said.

Sales reps are also equipped with all of the right contact and account information from ZoomInfo’s B2B dataset at their fingertips. This allows them to drive seamless conversations, execute outreach campaigns and create new opportunities–all of which contributes to more deals won and helps Ruhl achieve his goal to lower the cost per SQL.

As Aurea CloudFix continues to grow and expand its new customer base, Ruhl is looking forward to the team’s future success partnering with ZoomInfo. With the power of targeted MarketingOS campaigns, in tandem with sophisticated sales intelligence data in SalesOS, Aurea Cloudfix’s Sales and Marketing teams can generate a stronger pipeline, continue to win new customers, and drive revenue—setting the foundation for lasting success.