Work·Case study 02
An engine for the B2B side of a $70M marketing organization
How a national nonprofit's corporate and institutional partnership team grew net-new lead acquisition 15 percent and partner engagement 75 percent by wiring campaigns to CRM relationship data.
- Organization
- National nonprofit
- Annual marketing budget
- $70M
- Audience
- Corporate and institutional partners
- My role
- Director of B2B Engagement
01 · Situation
The starting point
A household-name nonprofit with a $70M marketing operation built for consumer audiences, and a B2B side (corporate and institutional partnerships) running without the same machinery. Partner cycles are long and relationship-driven, the buyer is an organization rather than an individual, and campaigns went out on a calendar that had no connection to what the CRM knew about each relationship.
Big budget, no B2B engine.
02 · The build
The engine
Campaigns wired to the CRM
01
Outreach and nurture driven by relationship data (where each partner was in the cycle, what they had engaged with, what they were worth) instead of a one-size calendar.
Segmentation by partner type and value
02
The biggest institutional relationships got treated differently from net-new prospects, in message, cadence, and channel.
A repeatable acquisition motion for net-new partners
03
Measured on leads that became relationships rather than on send volume.
03 · Results
What it changed
15%
increase in net-new lead acquisition
75%
increase in partner engagement through CRM-integrated campaigns
04 · Why it matters to you
The relevant part
At $70M of marketing spend, the win wasn't more budget. It was the system connecting relationship data to campaign execution. Institutional buyers respond to relevance and timing, not volume. The mechanics that moved both numbers were unglamorous: clean data, segmentation, campaigns triggered by the relationship instead of the calendar. They apply anywhere the customer is an institution with a budget cycle.
Organization name withheld. Detail and verification available in conversation.
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