Transforming Vercara's Customer Journey with Data-Driven CX & Marketing Operations

The Challenge

Vercara faced challenges scaling its marketing operations, optimizing customer engagement, and streamlining its digital presence. Its lead management processes lacked automation, resulting in inefficient targeting and conversion. Additionally, its website was outdated, failing to support SEO, lead generation, and a seamless customer journey. A fragmented MarTech stack and MAP migration complexities further hindered marketing efficiency. To stay competitive in cybersecurity, Vercara needed a comprehensive transformation to align marketing, sales, and digital strategies.

Vercara recognized that a strategic marketing transformation could unlock significant revenue growth by enhancing digital engagement, refining lead management, and aligning sales and marketing efforts. With cybersecurity demand surging, the company needed to modernize its MarTech stack, optimize its website for conversions, and implement a scalable ABM strategy to drive high-quality pipeline growth. By embracing data-driven marketing automation and customer journey personalization, Vercara aimed to accelerate sales velocity and improve marketing ROI.

The Solution

Vercara explored multiple solutions to address its marketing and operational challenges, evaluating internal process improvements and third-party consulting services. The leadership team considered working with other MarTech vendors and agencies specializing in marketing automation and lead management. However, many solutions offered technology-only fixes or one-size-fits-all strategies that lacked the flexibility to support Vercara’s complex, enterprise-level marketing needs.

Ultimately, The Pedowitz Group (TPG) was chosen due to its proven expertise in end-to-end marketing transformation, deep understanding of B2B cybersecurity marketing, and ability to integrate strategy, technology, and execution into a seamless solution. The ability to support a full MAP migration, website overhaul, and lead management framework made TPG the ideal partner.

After engaging with TPG, Vercara implemented a structured marketing transformation roadmap, including:

• Migrating to a new MAP platform for enhanced automation and CRM integration.
• Redesigning their website on HubSpot CMS to improve lead capture and user experience.
• Developing an ABM strategy with highly targeted, persona-based engagement.
• Automating lead scoring and nurturing to improve conversion rates.
• Deploying ongoing managed services to ensure continuous marketing execution and optimization.

“The Pedowitz Group provided more than a solution—they became a strategic partner in our marketing transformation. Their ability to connect technology, data, and strategy helped us streamline our operations, improve engagement, and drive measurable revenue impact.” — Alice Palmer, Chief Marketing Officer, Vercara

The Results

By implementing a data-driven approach to marketing automation, lead management, and content strategy, Vercara significantly improved its digital presence and marketing efficiency. The new website on HubSpot CMS led to a 35% increase in conversion rates, while SEO improvements boosted organic traffic by 40%. The marketing automation and ABM enhancements resulted in a 40% increase in marketing-sourced pipeline, allowing sales teams to engage higher-quality leads more effectively. Additionally, the newly optimized lead management process reduced sales cycle length by 25%, allowing for faster deal closures and improved ROI.

• 40% Increase in Marketing-Sourced Pipeline due to improved lead management and ABM targeting.
• 35% Higher Website Conversion Rates following the site redesign on HubSpot CMS and SEO enhancements.
• 25% Reduction in Sales Cycle Length, accelerating revenue generation.
• Enhanced Marketing Automation & CRM Integration, leading to more efficient data-driven decision-making.