IMPACT STUDY

ABM advertising drives top-of-funnel support to enterprise sales activities

Key Result: 

48% increase in curated web visits (28% new unique visits) across two quarters drove meetings, pipeline, and bookings from Tier 1 enterprise accounts

TLDR:

Lack of awareness amongst Tier 1 enterprise accounts made sales meetings all but impossible.

Ceruleo leveraged ABM tools, database building, digital ad platforms, and both marketing/inside sales emails to provide air cover for senior sales leaders.

Within two quarters, the 48% increase in curated web visits from Tier 1 enterprise accounts drove over a dozen sales meetings, the majority of which converted to pipeline and bookings within one year.

The Nitty Gritty:

Holistic growth strategies aimed at enterprise accounts require a full-funnel focus. Efforts are often scattered at certain parts of the growth funnel based on executive preference, team comfort, or budget… or lack thereof. 

Lack of awareness was the problem statement here. Less than 50% of the Tier 1 enterprise account list had been on our client’s website in the past year, making SDR reach out cold as ice. Marketing was tasked with warming the accounts by any means necessary, and Ceruleo recommended two vital steps off the jump:

  • Building the database with all ICP contacts within the Tier 1 accounts

  • Coordinating 6sense, Google Adroll, LinkedIn lead gen forms + retargeting into a single strategy and budget

Database growth with entire ICP buyer groups within the Tier 1 accounts w. ZoomInfo offered limited help with only 1,000 contact exports per month per seat, so marketing enrolled the SDR team in using their Prospect.io seats to build out the full contact list within these accounts. Together, the number of contacts in Tier 1 accounts more than doubled in 3 months. The marketing team then put it to work.

The digital team leveraged the new-and-improved CRM into 6sense ABM display ads, Google Adroll remarketing ads, and LinkedIn lead gen forms + retargeting ads. A single monthly budget was rolled between the three platforms to ensure optimal account coverage and site visits. Accompanied by a steady stream of marketing thought leadership emails, the impact was impressive.

This coordinated effort across the entire growth org resulted in a 48% increase of curated web visits by Tier 1 enterprise accounts in two quarters. 28% of this new awareness were unique visits from accounts that had previously never been on our client’s site, and two of these enterprise-level accounts ran quickly down the funnel and converted into demos and sales pipeline. 

Providing air cover to ABX is vital to optimized ABM strategies. Contact Ceruleo today to ensure that your ABM strategy and spend are optimized across the funnel.

Tech Stack: 

Salesforce CRM, Marketo MAP, Outreach SEP, 6sense ABM, LeanData Routing, ZoomInfo/Prospect.io data, Asana PM