3. #B2BMX
Let’s look at our current ABM campaign…
70 contacts at 31 “whale” accounts in the life sciences industry
Multi-channel strategy
4 pieces of customized content
3 direct mail pieces
Aggressive sales follow ups
Automated email follow ups
20. #B2BMX
Effect on pipeline
Each bump is a personalized campaign!
1) Dec 8 – Personalized video
2) Dec 22 – Personalized holiday campaign
3) Jan 5-19 – Personalized VIP invites for Davos
21. #B2BMX
Effect on pipeline
235 net new MQAs driven by personalization
1) 8% MQA to opp rate=20 new opps
2) $200,000 ACV @12% close rate
3) $451,000 in net new weighted pipeline in 6 weeks driven by
personalization!
Intro slide on me
Slide on Veracode
More examples of work we’ve done (he will provide some)
What we’re focused on next…
Lots of inbound (33k leads last year)
Here’s something new
800 customers
This was new and scary for us – and we knew it was important to get personalization right to make it look like it was person-to-person
9+ touches
Send package
Sales rep phone call upon delivery
Automated email 1 week after delivery
Send package
Sales rep phone call upon delivery
Automated email 1 week after delivery