Approach
What we did
With a target list of 2,000 accounts that fit Alation’s Ideal Customer Profile (ICP), Agent3 recommended a data-driven, ‘Responsive ABM’ program which provided ‘air cover’ to all accounts, while reserving budget for key moments in time for 3 x accounts identified for 1:1 engagement.
Being responsive meant that, although we were providing air cover to all accounts throughout the campaign period (in the form of digital activation and sales enablement) equally, as accounts percolated up, resources and investment were increased based on identified sales opportunities and the customer’s likelihood to convert at particular points in time (identified by intent data sources).
Results
How it went
“Since launching our ABM program in the latter part of 2021, we have seen significant growth in deals closed from priority ABM accounts. Our sales team has increased outbound prospecting and exceeded all target outbounding goals, from the predominantly inbound model we had before ABM. The data-driven model deployed has helped build for the future and scale in a meaningful way.”
Nicole Kimmick
Director, Account-Based Marketing, Alation