IMPACT STUDY

ICP-focused database growth/hygiene powers B2B ABX engine

Key Result: 

hygienic 4x database growth to over ~60k ICP contacts from within the tiered account list led to effective, targeted ABM that drove meetings, pipeline, and bookings within Tier 1 enterprise accounts

TLDR:

Our client was suffering the same fate as many startups whose CRMs turn data from a potential asset into a liability.

Before fueling a powerful ABM/ABX engine, this team needed a solid foundation of data, workflows, and processes.

Ceruleo transformed our client’s CRM into the fuel for a robust ABX engine. The marketable database grew from ~15k to over ~60k exclusively within ICPs inside their tiered account list. Additionally, data cleanup (retroactive and futureproofed) fueled confidence across marketing, inside sales, and sales for personalized, multichannel reach-out.

Meetings, pipeline, and bookings followed thereafter.

The Nitty Gritty:

Inheriting any CRM comes with problems. Most typically for high growth orgs, CRM functionality is focused on everything but Contact, Company, and Deal hygiene. Rushed database consolidations from mergers and acquisitions are frequent, as are using multiple data sources without standardized data fields, values, and mappings.

In this case, the architects of the ZoomInfo + 6sense integrations into HubSpot were to blame. Inbound Contact/Company data records lacked all the requisite fields:  additionally, these values were being mapped to custom fields that weren’t visible on the Contact/Company records… if they were mapped at all.


Seamless.ai (and the Ceruleo integration team) to the rescue! 

With the standard 1,000-contacts-per-seat-per-day contract in place, painless CRM imports through Seamless allowed the marketing and sales team to grow the marketable database from ~15k to over ~60k exclusively within ICPs inside our tiered account list. The marketing team mirrored each other’s saved searches to accomplish this in less than 2 months, and the sales team chipped in with the Seamless extension for Chrome while prospecting on LinkedIn Sales Navigator.

With Seamless onboarded at a fraction of the price of ZoomInfo, the team needed another source of truth for all account intelligence. 6sense was a perfect fit. In order to tier accounts based on a wide variety of criteria, we mapped in the following fields to the Company record and relied upon them to tier our accounts:

  • 6sense Industry

  • 6sense Revenue Range

  • 6sense Buying Stage

  • 6sense Account Intent Score

When the client invested in HubSpot Operations Hub Professional, the Data Quality dashboard drove our ongoing CRM cleanup. Bulk duplicate Company/Contact merges and purges made the majority of the hygiene easy. Domain concentration onto single Company records enabled accurate account scoring within HubSpot, as well as daily 6sense alerts in slack for account activity that marketing and sales could both trust.

Another ancillary benefit of a larger, cleaner Contact/Company database is regular exports to Google Adroll. Our client’s digital team leveraged the comprehensive ICP audience in HubSpot into a monthly export that fueled highly-tailored remarketing campaigns that drove repeat web traffic from our target accounts back to curated experiences on our website.

Thesis statement:  Account-based marketing CANNOT BE accountS-based marketing. Chat with Ceruleo today to turn your database from a liability to an asset.

Tech Stack:

HubSpot CRM/MAP/SEP, 6sense ABM, Seamless.ai + ZoomInfo, LinkedIn Sales Nav, Linear PM