Challenge

Pinterest began to experience a slowdown of organic interest in its ad solutions among small and medium sized businesses (SMBs).

The Global SMB Sales Team became increasingly reliant on outbound cold calling vs. converting already interested inbound leads.

Clients needed a “growth catalyst” to: (1) find tens of thousands of high-quality leads and (2) generate demand among those leads for its ad solutions.

Solution

• Architected an upper funnel “growth catalyst” operation to cultivate “cold” new leads prior to handing them off to sales including lead generation, highly targeted digital media, and personalized nurture campaigns.

• Created an intelligent lead generation engine using custom AI sensors/predictive models that sourced tens of thousands SMB leads based on their likelihood to become advertisers.

Impact

• Identified $12M/quarter incremental revenue from thousands of new SMBs in just the first year.

• Broke down silos between lead sourcing, marketing and sales to increase revenue.

• Created a data-driven, automated, highly targeted prospecting + lead nurturing model to drive advertiser conversion.