Introduction
Flexential, a leader in data center and hybrid IT solutions, was ready for a major shift. To meet ambitious pipeline goals, they needed to move away from disjointed tactics and toward a full-funnel GTM strategy as sophisticated as their infrastructure solutions.
Building a plan wasn’t going to be enough; we wanted to develop a long-term partnership. By meeting Flexential where they were, we laid down a “crawl, walk, run” strategy that evolved their paid media from basic management to an orchestrated omnichannel force—all within a single year.
Let’s get into it.
The Challenge
While their hybrid IT and high-density network services were best-in-class, growth was being held back by a low level of marketing maturity and sales misalignment. A disjointed paid media strategy meant Flexential’s results were scattered. They were struggling to see the clear marketing wins needed to scale their business confidently.
Goal #1
Audit and realign disjointed paid media channels to pull in the same direction
Goal #2
Transition to a targeted ABX strategy using dynamic 6sense data
Goal #3
Smooth out the full-funnel journey to drive down-funnel SQL and pipeline growth
The Solution
The goal wasn’t a sprint out of the gate. We leaned into a partnership-first approach and a “crawl, walk, run” rollout. This gave us the breathing room to stabilize the foundation before we added the fuel to a series of high-growth, omnichannel campaigns.
- Our staged roadmap helped make strategy scalable:
- Crawl | Building the foundation: We kicked off with deep channel audits and SEO strategy and stabilized Flexential’s marketing core with fresh performance creative and landing page optimization.
- Walk | Targeting for intent: We transitioned to a full–buyer-journey strategy using dynamic target account lists (TALs) from 6sense. We layered in content syndication and publisher-direct plays to reach serious buyers.
- Run | Omnichannel orchestration: We leveraged our long-term partnership to bring a true omnichannel framework to life—ABX strategy, SEO, and intent data together with agentic marketing and creative to massively expand Flexential’s marketing funnel.
VP of Revenue Marketing, Flexential
We made the right decision in choosing our agency partner in ROI·DNA. We were not looking for an agency to just execute paid media, but an agency that would challenge us and enable a holistic digital strategy and execute to it as an extension of our team.
The Results
The evolution of Flexential’s media strategy led to massive marketing-sourced growth. Most impressively, down-funnel metrics continue to climb with zero increase in spend. It’s made possible by aggressively trimming the fat from underperforming channels and reinvesting every saved dollar into productive high-intent tactics.
growth in marketing-sourced pipeline
increase in marketing-sourced SQLs
increase in marketing-sourced MQLs
Today, Flexential has a sharpened brand focus and a revamped GTM strategy that delivers consistent, qualified leads.
Ready to evolve your marketing strategy? Let’s talk about how we can help you achieve results like these.
