AML RightSource is a professional services firm that specializes in providing solutions for anti-money laundering (AML), Bank Secrecy Act (BSA), and financial crimes compliance needs. Their team of 800 AML professionals supports clients’ transaction monitoring programs by identifying, researching, and mitigating the risks posed by higher-risk customers. They serve clients of all sizes, often working directly from their secure facilities located in Ohio, Arizona, New York, and Ontario.
Before working with Pyxis Growth Partners, AML RightSource managed its marketing efforts through an ad hoc series of events and projects. Because they had limited internal marketing resources, AML RightSource had difficulty tracking the effectiveness of the work they were doing.
Additionally, AML RightSource lacked a cohesive CRM system. Instead, they were tracking their sales processes with a system of spreadsheets, which provided minimal insight, that had to be manually updated and lacked real-time visibility. Overall, this meant they weren’t able to clearly see how their sales and marketing activities worked together to impact revenue.
When Pyxis began working with AML RightSource in 2018, the main goal was to develop processes to bring consistency, cohesion, and transparency to their marketing and sales efforts. The first step was to implement HubSpot so that marketing and sales could operate on one system.
HubSpot’s CRM allowed the sales team to save time and improve processes by tracking activities, keeping records of communication with key accounts, and seeing real-time data all in one place. This data gave them a better picture of their overall sales pipeline so they could make more informed decisions.
With a strong CRM process in place, Pyxis was able to help AML RightSource implement an inbound marketing program — including lead generation and organic promotion of thought leadership on LinkedIn — and immediately see what activities were most effective. Using HubSpot, AML RightSource was able to attribute specific revenue to marketing practices, and to optimize its overall marketing and sales program.
As a result of these efforts, AML RightSource has seen significant increases in website traffic and marketing generated leads. In the first six months of working with Pyxis, AML RightSource’s organic traffic has grown by 145%, and traffic from social media channels has increased by 224%. Additionally, they’re now ranked on the first page of Google results for several tracked keyword phrases relevant to the financial business community. As a result, website sessions have increased by 159%.
The social media advertising strategy Pyxis developed for AML RightSource delivers qualified leads each month at a competitive average cost per lead. All told, marketing generated leads have increased more than tenfold in a six-month period.