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Folloze's Strategic Use of ABM Generates Significant Pipeline Growth
Technology Category
- Cybersecurity & Privacy - Identity & Authentication Management
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- Equipment & Machinery
- Oil & Gas
Applicable Functions
- Procurement
- Sales & Marketing
Use Cases
- Leasing Finance Automation
- Time Sensitive Networking
Services
- Cloud Planning, Design & Implementation Services
The Challenge
Folloze, a technology company specializing in MarTech, faced a significant challenge in optimizing their marketing programs and spending. The company had recently signed a contract with Demandbase, a comprehensive marketing platform, and was looking to leverage account-based marketing (ABM) as a key strategy for growth. Bretton Hoekwater, Growth Marketing & Analytics Manager at Folloze, was tasked with implementing and optimizing this program. The challenge was to identify accounts that fit Folloze's ideal customer profile (ICP) and to segment these accounts into tiers based on various metrics such as engagement minutes, pipeline predict scores, and qualification scores. This segmentation would then inform the company's marketing and sales strategies, with different tiers receiving different types of ad messages and sales approaches.
About The Customer
Folloze is a technology company based in San Mateo, CA; Denver, CO; Raleigh, NC & Tel Aviv, Israel. The company specializes in MarTech and has a team size of 95. Folloze was looking for a comprehensive solution to optimize their marketing programs and spending, and had recently signed a contract with Demandbase. The company was betting on account-based marketing (ABM) as a key strategy for growth and had tasked Bretton Hoekwater, their Growth Marketing & Analytics Manager, with implementing and optimizing this program.
The Solution
Folloze utilized Demandbase Account Intelligence to identify accounts that fit their ICP, with technographics playing a significant role in this process. The company then used Demandbase ABX Cloud to segment these accounts into tiers based on various metrics. Tier One accounts were assigned to the sales team, Tier Two to the account development reps (ADRs), and Tier Three to marketing. Folloze also implemented a strategy of surrounding their accounts with ad messages that fit where they were in the buying journey. The company supplemented their advertising with sales intelligence to gain a deep understanding of their accounts and engage with them in a highly customized, consultative way. Folloze also used Demandbase Data Cloud’s Data Integrity to keep their CRM data clean and up-to-date.
Operational Impact
Quantitative Benefit
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