IMPACT STUDY

true ABX activation for webtech startup to fuel Series B funding

Key Result:

Q1 sales pipeline was 19x bigger year over year, and leadership was able to leverage this pipeline into a bridge loan before securing Series B funding

TLDR:

Leveraging a small-but-mighty tech stack, our client implemented an ABX strategy that sliced OPEX, drove closed-won opportunities, and exponentially increased sales pipeline creation.

Sales, inside sales, and marketing stayed highly aligned in goals, platforms, and tactics throughout the engagement.

After documentation, training, and hiring help from Ceruleo, the entire ABX engine was cemented to help secure Series B funding.

The Nitty Gritty:

Martech startups always come with debt. Whether the debt is technical, data-driven, interpersonal, or interdepartmental, creating alignment across sales, inside sales, and marketing is rarely as easy as 6sense webinars make it sound. Such was the case here.

Executive expectations around the entire GTM motion hadn’t been met for years. It was our job to configure an ABX strategy, implement it within budget, platform, and team limitations, and offboard the existing platforms and team members that no longer fit. Over the course of 6 months, the entire motion was overhauled in order to drive pipeline, bookings, and executive buy in.

Utilizing HubSpot for CRM, MAP, SEP, chat, and reporting offered simplicity with limitations. Coordinating closely with the internal team, the strategy for coordinated ABX activation was set:

  • Sales team members utilized 6sense to select their Tier 1 account list with leveraging 

  • SDR team created a single base sequence in HubSpot, then paired with respective AEs to align them with preferred voice and tone based on geography and selling style (future sequences/tests were then cloned from this single base sequence)

  • Revops team focused on removing duplicate Companies/Contacts to consolidate 6sense daily slack alerts, while adding over 25k ICP Contacts into CRM from Seamless.ai

  • After a deep contextual onboarding of 6sense, the marketing team spun up basic demand gen email nurtures in HubSpot to drive web engagement through thought leadership pieces and events

Tech Stack:

HubSpot CRM/MAP/SEP, 6sense ABM, Seamless.ai/ZoomInfo data