Helping Pure Storage scale ABM across 120 accounts.
After a successful 1:1 ABM pilot to a small group of accounts, Pure Storage’s sales leadership pushed marketing to ramp up ABM across 120 accounts—while maintaining the same dedicated, high-touch feel.
Using a 1:few model, we created “clusters” of between 5 and 15 accounts based on the industry-specific use cases they had in common. Our clusters spanned financial services, media, oil & gas, tech, pharma, healthcare payer and automotive. Sales teams could directly benefit from dedicated insights around their target account and stakeholder groups, and be armed with more relevant messaging and personalized collaterals.
The program with Pure Storage has been a great success. During FY20 Q1, Pure Storage achieved 97% year-on-year growth for inquiries, 54% year-over-year growth in opportunity count, and 66% year-on-year growth for pipeline.
Regina (Cothran) Soller-Gould Sr. Director, America’s Marketing, Pure Storage
Agent3 is truly a partner in our business specializing in true account-based marketing. I can say that since engaging Agent3 into our business and launching our global ABM strategy, we are seeing upwards of 50% year-over-year growth across the account set we are targeting.