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An early commitment to cloud-native architecture allowed this CRM software company to differentiate itself in the market. It has ridden that wave of differentiation to over $20 Billion in revenue, 50,000 employees and nearly 80,000 customers 

One of the advantages they offer is an enterprise-level suite of cloud-based applications that has improved the ability of teams to track prospect attribution and other marketing metrics that prove ROI on campaigns. 

 

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Their Challenge

Extolling the Value of an Enterprise Software Suite for Midsize Companies 

To continue their growth trajectory of over 20% year-over-year, this company needed to expand its demand generation targeting mid-market companies. However, because it’s easy to rely on their own CRM software to manage a large funnel of active prospects, they needed to get the “old” data out of their data right away. Just because they get free use of a powerful marketing automation platform doesn’t mean that obsolete data won’t torpedo their sales achievement plans.  

 

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Our Approach

Finding IT Buyers with Cloud Tendencies and Checking Intent  

Because we have been representing cloud-based technology targeting sales and marketing decision makers, we maintained a large pool of target companies who have already found value in our educational approach 

Our continuous data cleansing process, including data append and data verification (human-powered when necessary), means that every data record in our database is refreshed, on average, every six months. These methods ensure the highest data accuracy is maintained throughout the campaign. 

Our team’s process of first learning about current trends in a client’s industry and then studying the client’s own content on the topic served this client well in getting results from a campaign of this magnitude. 

To identify targets in the mid-market, our dedicated data team researched sales and marketing job titles likely to be involved in the decision-making process for cross-functional customer sales and service systems. And because the client’s solution is a strategic suite of applications requiring supervisorial review, importance was placed on looking for managerial and above levels within the organizational structure. 

The client uploaded a large library of content assets, asked us to create messaging copy for them and reviewed and approved our drafts, all through our online portal. Then, using its content syndication platform, the Pipeline Create program placed key client assets into a customized email campaign with a high degree of deliverability. Intent monitoring kept track of recipient interest and marketing-qualified prospects were posted to the client’s MAP system. 

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The Results

Parading Down Main Street 

With fresh data verified in real time, our client, an enterprise market leader, could take advantage of the goodwill they have built in enterprise settings and optimize their value in smaller corporate settings. 

Through the Pipeline Create program, this client increased the volume and intensity of content engagement by 35% in twelve months. As those top-of-funnel prospects made their way through the sales cycle, their net new sales opportunities continued to expand. In this way, one of the originators of a cloud-native approach to enterprise CRM software was able to continue their expansion down main street.