The context: years of decline in Europe

SaleCycle is a marketing activation and optimisation platform founded in Newcastle in 2010. It helps retail and travel brands convert anonymous visitors into customers. Before iytro's intervention, its European organisation was structurally inefficient and growth had been declining for several years.

The diagnosis

• About ten marketers in silos across the UK and France, with duplicated work and a diluted budget.
• Marketing subordinate to sales, answering internal requests rather than customer needs.
• No SDR team in France, so no bridge between lead generation and sales.
• A solution that had become hard to explain, after the loss of key website and product marketing experts.

What iytro did

A lean, specialist team

Marketing went from about 10 people to 3 FTEs: a product marketing manager, a content and demand generation manager, and an operations and performance manager. The budget freed from payroll was reallocated to targeted acquisition.

A new positioning

The message moved from basket recovery to identity resolution, with a three-module model, Reach, Retain and Re-engage, that supports upsell on existing accounts.

Sales and marketing alignment

SDRs worked in direct partnership with marketing, with lead scoring and priority alerts, and with conversion rate optimisation from landing to first contact.

One cross-border team

The UK and Paris teams were merged so that lead generation tactics could be replicated in Spain and Italy without rebuilding a team in each market.

Full-funnel execution

Account-based LinkedIn campaigns aimed at e-commerce and CRO leaders in the top 200 French and European companies, press in e-commerce business media, localised pillar content, an interactive audit tool, client webinars and market-specific sales decks.

The results

• From zero inbound requests to about 50 MQLs a month.
• 3 to 4 high-quality leads a month ready for closing.
• Major brands signed in the French market, including Carrefour.
• Three FTEs managing an annual acquisition budget of about $500,000.
• Growth restarted after several years of decline.

"iytro's intervention was the catalyst we needed to reverse years of decline." Fabien, CEO, SaleCycle

What this case shows

A smaller team with the right three profiles and a clear message outperformed a larger one. Strategy and execution delivered together is what iytro 1+1 is built for.

Further reading: our B2B SaaS marketing strategy guide and AI and the marketing team: what to automate, what to keep.