The Client
Industry: Document Management
Company Size: 22,500 employees
Synonymous with on-screen creative endeavors and physical printed media for decades, this InsideUp client has led the charge in determining how companies and individuals manage documents, use digital media, and create websites.
Its software products have changed the web and defined the multimedia experience. The company also pioneered transformation in how people purchase, use, and update their software subscriptions when it migrated its creative software offering to a cloud-delivered subscription model, or SaaS (Software as a Service).
The Challenge: How to Gain Traction in a New Niche
Slotted into a creative niche due to its devout following of designers and content creators, the document management solution vendor realized that despite its popularity, it had little traction with enterprise buying committees. Despite being the go-to tool of niche employees, it was often overlooked by enterprise or mid-to-large size organizations as a potential electronic document provider.
To close the gap, the company needed to locate and connect with business managers, IT stakeholders, and decision makers in the market for a transactional document management solution. Specifically, they wanted to target accounts that were familiar with its brand and had previously purchased its products.
But there was a problem. The content syndication infrastructures of the vendor’s legacy paid media resources were incapable of generating leads that met stringent target account criteria.
InsideUp — Customizing ABM Program Requirements
Seeking a partnership that would meet their key requirement, the document management solutions vendor contacted InsideUp, one of the first Account-Based Marketing (ABM) lead generation specialists.
Using InCapture, their proprietary marketing automation platform, InsideUp was able to easily meet the vendor’s primary criteria and deliver intent data through their MarketingConnect program
Fine-Tuning Criteria
After conducting a discovery session with the vendor to clarify requirements, it was clear to the InsideUp team they needed to target prospects at the managerial level and above. Because document management is a cross-functional, interdepartmental solution, it requires significant stakeholder buy-in and supervisory review.
Identifying Prospects and Intent
To identify the right stakeholders within the vendor’s installed base accounts, InsideUp launched several processes that underpin its InCapture platform.
A dedicated data team was formed to research job titles likely to be involved in the decision-making process for document management and electronic signatures. After identifying a prospect, InsideUp’s US-based solution experts directly verified the information by phone to ensure data integrity in the face of frequent changes in company affiliations.
Strategic content delivery
Using its content syndication platform, InsideUp also created an email campaign that featured high-deliverability to place assets such as whitepapers, eBooks, and videos in front of potential prospects.
Throughout the campaign, the team refreshed and added to the intelligence on each account, ensuring the document management solutions vendor received up to three contacts per account.
The team continually monitored intent and tracked recipient interest, electronically posting all leads who had been exposed to, and had engaged with, the vendor’s content.
Widening the Funnel
InsideUp supplied its client with an increase of 15% in the number of interested contacts across its account list. This, in turn, increased the vendor’s pipeline value by 24% compared to its baseline before partnering with InsideUp. The company was finally engaging contacts on corporate buying committees, getting onto shortlists, and closing more business.
