What we did
Agent3’s strategy was to focus on the unique differentiators of the Splunk+acquisition story in order to arm its sales teams to better pitch to on-premise customers.
A unique, ‘intent-to-action’ Responsive ABM framework was created driving the right balance of scale, personalization, and impact across 244 accounts. This allowed Agent3 to deploy highly customized, account specific collaterals in a rapid manner, pointing Splunk at the accounts where it would win biggest and fastest. Most importantly, by implementing a scalable approach to deep account-by-account personalization, we left those target accounts feeling like Splunk was much, much more invested in their business than competitors.
“Our 'Cloud Attach' ABM program took an ambitious, innovative approach: to deliver a deep level of account-specific insights, messaging, and sales enablement assets to help our Sales teams best deposition the market incumbent while achieving a truly impactful level of scale and breadth. I'm thrilled with how the program has gone, driving over 100x ROI of marketing-influenced pipeline, and gaining a really enthusiastic response from our Sales teams and customers alike."
Jeff Lo, formerly Splunk
How it went
Ultimately, as well as driving engagement with 244 accounts, this ABM campaign Influenced over $58m of pipeline generated in the second half of the year, representing an incredible 116x ROI for Splunk. These results exceeded all expectations and won three major industry awards.
B2B Marketing Elevation Award:
Best Use of Account-Based Marketing
ITSMA MEA Awards:
Optimizing ABM Campaigns
ANA B2 Awards: