Helping Alation combine DemandGen and 1:1 ABM to drive both pipe and closed deals.


Project background

Alation is largely credited with creating the data catalog product category thanks to its set of solutions which connect workers with questions to colleagues with answers.  But despite blazing the trail with its data catalog, Alation wanted to get invited to the conversation more often. It sought, therefore, to not only achieve this, but to “bring the swagger” and highlight its capabilities and successes in its marketing.

An innovative ABM campaign was required to address three core objectives across 2,000 target accounts, spanning 5 vertical sectors:


Drive awareness


Improve conversion rates


Increase sales accepted qualified leads



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).



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

in closed/won revenue
Total opportunity amount
Total ABM influenced opportunities
B2B Marketing Elevation Awards: Best Use of Account-Based Marketing
Generated uplift in SQLs when compared to same time period in previous year
B2B Marketing Elevation Awards: Best Use of Content Marketing

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