Our Work
Mambu
Mambu is an industry leader in cloud banking technology, serving 260 customers with over 114 million end users globally. Mambu’s banking and lending engines made up the first true SaaS, cloud-native platform, which would allow organisations to build and deploy modern financial offerings and create better customer experiences.
In 2022, as part of the ongoing evolution of its marketing operations and lead generation activities, Mambu enlisted the support of CRMT Digital to review and enhance its lead scoring processes. Since then, the partnership has continued to grow, with CRMT Digital providing a range of lead management and data improvements across the organisation.
Key Challenges
- Lead scoring models required enhancements to fit changing business requirements
- Behavioural lead scoring needed to align with sales cycles and processes
Rapid marketing operations evolution
Operating in the rapidly evolving fintech industry and delivering innovative cloud-native banking services has led to fast organisational growth for Mambu. Marketing processes and operations needed to keep pace with changing business needs and would therefore require continual refinement.
Since CRMT Digital was first brought in to support Mambu on lead scoring activities in 2022, the company has evolved its go-to-market strategy, driving further marketing development such as changes from a focus on ICP, and new lead scoring priorities.
This presented a number of challenges and opportunities for Mambu’s marketing operations team. CRMT Digital has established a long-term partnership with Mambu over the past two years to deliver marketing services and solutions to meet their changing needs – quickly and effectively.
CRMT sophisticated behavioural lead scoring
CRMT Digital began supporting Mambu’s marketing evolution by reviewing its lead scoring processes in HubSpot, as well as other elements including account scoring and lead grading. This allowed the business to move from a basic lead scoring model to a more sophisticated, behavioural lead scoring model that included score degradation over time to align with sales cycles. In parallel, CRMT Digital introduced social media scoring.
Later, CRMT Digital made improvements to the lead scoring model to introduce fields that would track activity from previously non-integrated sources, such as events and external webinar platforms. This allowed the marketing team to score on offline activities that were previously not included, allowing the model to become more robust.
Negative scoring was updated to cater for factors such as career visits pages with personal email addresses. Lead scores were synced to Salesforce for improved sales visibility and confidence. By keeping a history of previous scoring models, CRMT Digital could ensure that only new engagements would be scored under the new lead score model.
In May 2023, an updated process was introduced to begin scoring all records against the same criteria. Alongside this, lead scoring was streamlined for easier, more effective use. CRMT Digital was able to deliver a concise and effective approach, with MQL suppression criteria also being amended to exclude certain attributes.
In January 2024, Mambu’s increased focus on CRMT Digital drove a heightened review of any junk data within its systems. CRMT Digital completed granular data analysis to understand the most common values that were seen as irrelevant, thus preventing these records from being qualified as MQLs. Records were also assessed based on data quality to identify likely bot activity. This approach ensured that junk data was not passed to sales, saving valuable time and resources.
Ongoing optimisation is now being delivered by CRMT Digital. This includes a focus on streamlining negative scoring to allow more MQLs to pass through, and timeframe of engagement being updated to align to the current sales cycle. Lead handover processes are now being optimised to streamline the ReMQL process for Mambu.
Our Results
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Decrease in time for MQL to SQL
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Reduction in MQL to Opportunity creation
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Reduced time for MQL to Opportunity won
What were the key achievements?
Through the ongoing optimised lead scoring work completed by CRMT Digital, Mambu has seen the time between lifecycle stages improve significantly, with MQL to SQL reducing by 88.6% and MQL to Opportunity won down by 49%.
The future
CRMT Digital is continuing its close partnership with Mambu with next steps including workflow archiving and data quality improvements in order to continue making efficiencies to the Marketing Ops function and to provide a unified view of customer relationships, ensure data consistency and provide improved reporting accuracy across their MAP and CMS.