Paxata, based in California, delivers a Self-Service Data Integration and Management Platform designed to help enterprises unify, cleanse, and prepare data faster and more intuitively. With a high average deal value and a breakthrough product, the company needed a partner to accelerate entry into competitive U.S. markets.
The Challenge
Bringing a disruptive data platform to market, Paxata needed to:
- Build pipeline with senior-level decision-makers in Fortune 500 accounts
- Create urgency and educate prospects in a new solution category
- Extend reach to mid-sized companies as the campaign scaled
- Maximize ROI from marketing activities — including events and webinars
- Leverage account-based selling, tailoring messages for C-level and technical personas
Agility was key — the team needed to profile, prioritize, and customize outreach based on each target’s level of readiness and disposition.
The Goals
- Rapidly scale and generate results across the U.S. market
- Increase brand awareness and educate key personas
- Maximize the ROI of marketing campaigns by converting Pre-MQL and MQL leads into Sales Accepted Leads (SALs)
The Solution
memoryBlue executed a structured outreach program using its proven account-based sales development methodology:
- Delivered a fixed number of qualified sales engagements monthly across Enterprise and Mid-Market accounts
- Used deep-dive lead qualification to convert inbound Pre-MQLs and MQLs into relevant, sales-ready conversations
- Developed tailored messaging that spoke to both executive-level and technical stakeholders
- Maintained direct visibility into performance through integration with Paxata’s CRM system
- Worked directly with senior executives to align outbound with strategic growth priorities and partner initiatives
The Result
- $10 million in pipeline generated in just the last 6 months
- 26× ROI
- Partnership expanded and ongoing for nearly 2 years
- Campaign scope increased by 35% after initial program success
- Targets exceeded in 16 out of 18 months, including three months at 140% overachievement
- Multiple opportunities progressed into POC and closed-won deals
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