Getting the account penetration desired and the prospects that best fit your ideal profile is difficult. With account based marketing becoming more reliable at data management, companies can now find the right prospects when they are ready to be found.
User generated content marketing platform, Offerpop, partnered to test Madison Logic’s Activate ABM™ platform against two other account based marketing vendors. Offerpop’s criteria for success was how many prospects that were reached that met their ideal customer profile (ICP) and if the program exhibited deeper account penetration. By targeting surging accounts (accounts that were showing research activity in the topics most relevant to Offerpop) we were able to meet and surpass both other vendors and Offerpop’s expectations.
Watch this video to find out how Madison Logic met eighty-six percent of Offerpop’s Ideal Customer Profile vs. fifty-six percent of other vendors while also driving 10 times more account penetration, reaching far more of the buying committee.
Hi, my name is Jeff Soriano and I am Senior Director of Demand Generation at Offerpop.
The people at Madison Logic came to me about the idea of kind of testing some things around account based marketing and identifying accounts that would ultimately be really good buyers of the Offerpop platform. This centered around reaching my ideal customer profile, a challenge that has become harder as more B2B technology companies have entered the mix.
[Lead generation] is really about gaining the attention of your audience in a meaningful way. A big part of that isn’t just about generating singular leads but about driving account penetration, getting in front not just one person but getting in front of a handful of people in one account. As we know, the buying committee today has really grown. So being presented with a plan to go out and actually tackle those two things –the ideal customer profile and account penetration— it was something that piqued my interest and really aligned to the business goals of Offerpop.
When we were getting leads back from Madison Logic, they were 85% in our ICP versus 53% from some of our other sources, and some of those other sources weren’t even delivering in the double-digit areas. As well, we saw a 10x increase in the amount of people we were actually touching within an organization versus the account penetration we received from other resources.
The reason this was really important for is because we’re selling into really large companies that have multiple divisions and multiple different brands and multiple different areas of focus whether it’s digital marketing, social marketing, eCommerce. To be able to hit all those people with a singular message translates to a lot of momentum in an account.
This was actually really meaningful for us because when our sales reps were speaking to people they were actually able to talk to, not just a singular use case for Offerpop, but multiple use cases across the entire marketing organization, thus driving more value for who we were and what we could do for them.
I don’t think without his approach and really leveraging what Madison Logic was bringing to us we would have been able to drive that same success in our other channels.