Babylon Solutions helps businesses achieve their goals through tactical digital marketing campaigns. In this case study, we explore how business-to-business (B2B) organizations can use digital marketing and advertising tactics to generate leads, and ultimately increase their business.

Berkman Financial

 
Background
Berkman Financial was founded by entrepreneurs who had first-hand experience with the difficulty and frustration of the traditional bank loan process. They created Berkman Financial to make access to financial capital as easy, inexpensive, transparent, and fast—with no required collateral or upfront fees.And while other companies offer small business loans by simply brokering them, Berkman Financial actively participates in securing the funding for small businesses.
Business Challenge
Berkman Financial needed to automate their lead creation and assignment process in order to scale up their marketing efforts. Their current method of creating leads and assigning them manually was becoming too big of an undertaking to continue in the current fashion. Because the lead process was so manual, they could only handle a limited volume of leads.
Results
Babylon Solutions configured Berkman’s CRM (Customer Relationship Management) to accept leads via an API (Application Programming Interface)from multiple lead providers. It then assigned those leads to sales reps based on custom rules that Berkman wanted to use.

Now that the leads are being created and assigned in an automated process, Berkman can focus on what they do best, providing access to capital for small businesses. As a result, they could scale up their marketing efforts and continue to grow their business.

Cambridge Who’s Who

 
Background
Cambridge Who’s Who is one of the world’s leading vanity publishers and personal branding networks. Their customer base is comprised of executives and professionals looking to increase their exposure within their industries and communities.
Business Challenge
Cambridge Who’s Who wanted to establish a digital marketing strategy, but had been solely focused on direct mail campaigns for their lead generation efforts. They needed to identify potential members of Cambridge Who’s Who and reach them in a cost-effective way. Locating and targeting individuals who were potential candidates for the Cambridge product could not be accomplished through traditional digital marketing channels.
Results
Babylon Solutions, through data and demographic analysis created a lead scoring model based on Cambridge’s user base.  Once the lead scoring and marketing message was finalized, our team looked to the current digital media landscape for its lead acquisition strategy.  This resulted in Babylon Solutions determining that advertising via LinkedIn’s ad network was the optimal choice for the new marketing strategy.

Babylon Solutions was able to take the lead scoring model and apply it to the filters available via LinkedIn to create custom audiences.  We then created landing pages and campaigns specific to those audiences to create a cohesive message and a seamless customer journey.  This established the most successful lead generation campaign that Cambridge Who’s Who ever had. The result was an entire shift in the way Cambridge acquired new customers.  Within a year, Cambridge shifted their marketing efforts from an entirely direct mail strategy to an entire digital marketing strategy with a monthly budget of between $250k – $300k on LinkedIn alone.

Hedgez

 
Background
Babylon Solutions was approached to create an innovative technology in the hedge fund industry to help investors navigate the complex industry and locate hedge funds to invest in.
Business Challenge
Gathering data on over 6,500 hedge funds and figuring out how to organize and utilize that data was quite the challenge. After in depth data analysis, the website and company Hedgez.com was created. Hedgez helps identify and communicate with hedge funds that fit investors specific investment profile. Hedgez compiles data from thousands of different hedge funds with various performs signatures. By creating an algorithm on that utilizes user triggered filters and hedge funds data to match investors and funds.
Results
Hedgez had an incredible launch which was a combination of a website built from the ground up,a full social media push, television interviews and articles in industry publications such as Bloomberg Business week and Hedge week.

Nav.com

 
Background
Nav is a way for business owners to manage their business credit and get streamlined access to financing. Nav.com and its mobile app give free access to easy-to-read personal and business credit reports and monitoring all in one spot.
Business Challenge
Nav wanted to expand the offerings in their online marketplace for small businesses to provide real time financial offers from multiple alternative lenders. The team at Nav built a “MatchFactor” algorithm to match financial products to small business based on their business credit report. The process needed to be enhanced to provide a real-time pre-approval for the matched financial product.
Results
Drawing upon previous experience with alternative lenders, Babylon Solutions was able to support Nav’s product team by providing a suite of best practices and guidelines in order to build out a scalable engine. This enabled Nav’s internal systems to communicate with the alternative lenders that they partnered with instantaneously.

Babylon Solutions collaborated with the product team to provide the best user experience in the marketplace for clients seeking Nav’s financial products. Due to the scalable nature of the engine, future lenders and products can be added at a later date with minimal effort from the development team and product team.

Bizfi

 
Background
Bizfi (formerly Merchant Cash and Capital) is a fully automated online marketplace designed to give multiple financing options to applicants. They combine aggregation, funding and a participation marketplace on a single platform for small businesses.
Business Challenge
In 2015, Bizfi needed to rebrand their company to better capture their new business model and to optimize their lead generation marketing efforts. Tom Gricka, President of Babylon Solutions,was named Chief Marketing Officer of Bizfi and was given the task of managing the rebrand, as well as all of the company’s existing marketing and communications. Tom, with the help of his team at Babylon Solutions created a multi-channel, branded marketing push which included changing all digital assets, print articles, interviews on major network shows, and industry events. At the time of the Bizfi engagement with Babylon Solutions, Bizfi’s direct marketing efforts had been growing, however some key metrics including cost per acquisition, were increasing rapidly creating a negative ROI scenario.
Results
Tom and the team were able to immediately make optimizations to the media buying methodology. They decreased the media spend by 40%, all while maintaining revenue and increasing ROI. The team then created and implemented a growth plan which called for the increase of the total marketing budget between $500MM to $1 million per month while optimizing the key performance metrics. This was achieved by diversifying the lead generation efforts across multiple channels including direct mail, SEM, SEO, radio, native advertising, lead partnerships and ISO relationships. The Bizfi rebrand was successfully completed in September 2016 with a full transition and a newly recognizable name and business model.