A company that delivers a cloud cost and security management platform sought very high ARR growth and needed to rapidly identify enterprise prospects with an urgent need to improve their cloud operations. The company used broad-based marketing programs that were reasonably effective, but also showed some ineffective marketing spend and tied up the SDR team with some fruitless conversations.
The go-to-market team first defined some clear Ideal Customer Profiles (ICPs) for Account-Based Marketing. They then implemented an account-based scoring system aggregating individual engagement scores at the account level, and defined the notion of a "Marketing Qualified Account" (MQA). Finally, the team discovered some very interesting third-party technology that monitors and reports on companies with very high cloud spend and companies showing high growth in cloud workloads. The ABM program worked at the nexus of the ICPs, highly-engaged prospect accounts (MQAs), and companies showing significant commitment to cloud investments.
Contact Us to hear how we generated tripled SDR productivity, reduced Customer Acquisition Cost (CAC) through more effective marketing spend allocation, and supported ARR growth objectives through ABM.
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