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Case Study

KYROS hits 470% of MQL goal with New Breed

Knowing the value of their work, the KYROS team was more than ready to start showing off their product to digital audiences. They partnered with the Demand Generation team at New Breed to generate near-immediate results in site sessions, leads and MQLs.

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About KYROS

Based in Chicago, Illinois, KYROS offers predictive analytics solutions to help companies maximize their loyalty program’s financial performance. By helping manage program liability and uncover new opportunities, KYROS’s tools enable companies to make better, faster decisions that drive growth and customer loyalty.

KYROS' challenge

KYROS was having difficulty getting their product in front of online audiences. Without the internal resources to build a full-fledged demand generation program, they weren’t effectively using digital channels, or their platforms, to generate new leads, which led to a lack of acquisition from digital channels. 

Specifically, KYROS lacked the attraction and conversion strategy and mechanisms to acquire new customers — and they needed to create them fast to see immediate results. 

With New Breed’s experience in the B2B SaaS space and our expertise in helping our clients grow through the inbound methodology, we were the perfect candidate to become an extension of the KYROS team. 

Our solution

New Breed worked with KYROS to build their online presence, establish them as thought leaders and get them to rank organically for relevant keywords. To build a full-funnel strategy, we began by identifying buyer personas. 

Through researching persona pain points and discovering how those targets might search for solutions to those pains, we were able to center our SEO strategy on intent. We then mapped out relevant content offers that would guide prospects through the buyer’s journey after they reached KYROS’s site. 

KYROS TOFU, MOFU and BOFU conversion map

Because of KYROS’s minimal online presence, content creation was New Breed’s primary focus from the start of the engagement. KYROS had some blog posts on hand, but no other resources to offer prospects who were ready to move closer to assessing solutions. 

We solved that gap by creating long-form gated content offers that were promoted through CTAs at the bottom of relevant blog posts. In addition to building out their blog content to address targeted keywords, we also helped KYROS establish a successful co-marketing relationship that resulted in backlinks and webinar features. 

Additionally, we used HubSpot Conversations to initiate a chatbot strategy that would provide site visitors with quick access to the gated content offers and bottom-of-the-funnel consultations. (If the visitor doesn’t reach those offers through the bot, they can also follow CTAs across the website to a landing page with a form.)

KYROS conversion pathway on their site

The CTAs, forms, landing pages, thank you pages and automated email follow-ups were all set up with HubSpot’s Marketing Hub and HubSpot campaigns were used to connect and measure the performance of related assets. HubSpot’s workflows and lists were also instrumental in mapping contacts to the correct persona and lifecycle stage, allowing those contacts to receive personalized, contextually-relevant follow-up communications.

The impact

In the 150-day period following their engagement with New Breed, KYROS saw the following results, compared to the previous period:

  • 113.73% increase in sessions
  • 51% of sessions were from organic, exceeding the industry benchmark of 40%
  • 107.65% increase in new users
  • 16.81% increase in page views

KYROS website session performance increase

The focus on creating valuable content targeted around keywords also impacted conversions on KYROS’s website. 

  • 51% of leads came from organic sources
  • 60.5% of contacts were created through landing page submissions.

With New Breed’s help, KYROS was able to reach 239.5% of their lead goal and 470% of their MQL goal.

"I’ve had the pleasure of working with the New Breed team for several months now on a number of different projects," says KYROS Founder and Managing Partner Len Llaguno. "Each one has been a great collaboration, with fluid communication and fast iteration on content and ideas. They are always open to my feedback, and responsive to incorporating it into the work product. Ultimately, I’ve been very pleased with each deliverable."

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