A scalable, responsive ABM program using deep, account-by-account personalization, influencing over $58m of pipeline generated: a 116x ROI for Splunk.


Project background

Historically facing a tough battle with a major competitor, Splunk made an
acquisition which put it ahead of the game. And it wanted to let people know. 

As a result of this acquisition, Splunk could now offer customers the same level of monitoring capabilities for native cloud applications as it historically had on-premise. But the challenge was how to pinpoint and persuade its on-premise customers that Splunk could also beat out the competition in the cloud.



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


Optimizing ABM Campaigns


ANA B2 Awards:
ABM category

If you’re interested in hearing more
about the Agent3 Group, get in contact —
we’d love to hear from you.