Unbabel Inbound Marketing EOY Wrap Up - FY 2023

Summary: Unbabel, like most tech companies in 2023, was forced to scale back marketing budget over 30% as well as reduce over half of the headcount on their marketing team.

Despite this reduction in budget and headcount, the Demand Generation team was able to:

• Improve conversion rates at each stage of the sales pipeline across all inbound marketing channels.

  • Leads to MQLs improved +2.14%

  • MQLs to Opps improved +4.77%

  • Opps into Customers improved +0.66%

• Increase volume of Customers generated from Direct sources +66% YoY 2022-2023.

• Increase conversion rate of Organic Search MQLs to Opps +12.5%

• Increase conversion rate of Paid Search MQLs to Opps +13.3%