How HockeyStack helped Zenhub double their pipeline and marketing-influenced MQLs
Overview
ZenHub, a leading project management solution for software development teams, aimed to streamline collaboration and organization within their existing GitHub workflows. With a growing user base and demand for seamless GitHub integration, ZenHub needed to optimize its communication and enhance the customer experience.
About ZenHub
ZenHub is a powerful project management tool that integrates seamlessly with GitHub, enabling software teams to plan, track, and prioritize their work directly within their GitHub repositories. Built to enhance team productivity and collaboration, ZenHub provides features like customizable project boards, streamlined issue and pull request management, and real-time reports and analytics.
Challenges
Zenhub was an almost exclusively product-led growth company and had great success in growing organically. Since then, the company has placed SLG more at the forefront of its strategy by adding a comprehensive demand generation approach that combines several paid, organic, and outbound strategies.
Given this new function in the business, the importance of attribution visibility to allow Zenhub to scale and grow with this SLG motion was immediately recognized. They needed to understand the complete picture of their new customers' journeys to build a demand generation strategy and orient their marketing based on how customers want to buy, not just how the company wants them to buy.
How HockeyStack helped Zenhub?
HockeyStack was able to connect all the dots from multiple data sources, providing a much clearer viewpoint on attribution. This clarity allowed Zenhub to determine which areas of their go-to-market strategy deserved the most focus in terms of budget and resources.
Previously, data extraction was limited to a first-touch basis, lacking the visibility needed to understand influence. HockeyStack also provided crucial insights into the performance of their content and other initiatives, not just from a high-level metric view but by giving a clearer picture of how their marketing efforts directly impact the pipeline and revenue.
Key Reports and Metrics
HockeyStack’s Journey feature has been one of the most useful tools for Zenhub's SLG motion. It has provided a clear sense of the paths leads are taking before raising their hand. This insight has enabled Zenhub to craft strategies with their content and sales process that consistently deliver value.
Additionally, the lift and table reports have proven valuable, offering a better understanding of the impacts of their initiatives and how they combine to effectively scale their go-to-market efforts.
Alternatives Considered
Zenhub didn’t consider any alternatives but they were also looking for other solutions like Metadata, Corral Data, TripleWhale.
Future Plans
Gain a deeper understanding of Zenhub's full funnel picture and story, enabling them to utilize data to make more strategic acceleration decisions that tie back to the revenue pipeline.
ROI and Adoption
Since launching with HockeyStack, Zenhub has gained visibility and demonstrated that they’ve been able to double their marketing-influenced MQL and pipeline generation.
HockeyStack is used by 16 team members across 4 departments at Zenhub.
Conclusion
Zenhub's partnership with HockeyStack has significantly enhanced their ability to understand and optimize their go-to-market strategy. By connecting multiple data sources and providing clear attribution insights, HockeyStack has enabled Zenhub to focus their budget and resources more effectively.
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Nova does account scoring using buyer journeys, helps automate account research, and builds workflows to automate tasks.
For example, you can ask Nova to find high intent website visitors that recently hired a new CMO, do research to find if they have a specific technology on their website, and add them to the right sequence.
Our customers are already managing over $20B in campaign spend through the HockeyStack platform. This funding will allow us to expand our product offerings, and continue to help B2B companies scale revenue with AI-based insight products that make revenue optimization even easier.
We are super excited to bring more products to market this year, while helping B2B marketing and sales teams continue driving efficient growth.
A big thank you to all of our team, investors, customers, and friends. Without your support, we couldn’t have grown this fast.
Reach out if you want to learn more about our new products and check out HockeyStack!
About HockeyStack
HockeyStack is the Revenue Acceleration Platform for B2B. HockeyStack integrates with a company’s CRM, marketing automation tools, ad platforms and data warehouse to reveal the ideal customer journey and provide actionable next steps for marketing and sales teams. HockeyStack customers use this data to measure channel performance, launch cost-efficient campaigns, and prioritize the right accounts.
About Bessemer Venture Partners
Bessemer Venture Partners helps entrepreneurs lay strong foundations to build and forge long-standing companies. With more than 145 IPOs and 300 portfolio companies in the enterprise, consumer and healthcare spaces, Bessemer supports founders and CEOs from their early days through every stage of growth. Bessemer’s global portfolio has included Pinterest, Shopify, Twilio, Yelp, LinkedIn, PagerDuty, DocuSign, Wix, Fiverr, and Toast and has more than $18 billion of assets under management. Bessemer has teams of investors and partners located in Tel Aviv, Silicon Valley, San Francisco, New York, London, Hong Kong, Boston, and Bangalore. Born from innovations in steel more than a century ago, Bessemer’s storied history has afforded its partners the opportunity to celebrate and scrutinize its best investment decisions (see Memos) and also learn from its mistakes (see Anti-Portfolio).
