Invoca implemented an account-based marketing (ABM) strategy to address challenges of low engagement, conversion rates, and limited ability to scale their pipeline without a major budget increase. Their ABM approach involved identifying target accounts, expanding contact lists within those accounts, and engaging contacts across multiple channels. Initial results showed a 1.8x increase in pipeline and 26x higher pipeline to spend ratio for ABM programs compared to previous campaigns. Display campaigns added to ABM efforts lifted opportunity creation rates by 50-200%. Six months later, ABM led to a 17% increase in opportunity creation for targeted enterprise accounts.

1. Invoca’s ABM Journey
Julia Stead, Director of Demand Gen
@juliastead

2. Spring 2015 – Big Marketing Challenges to Overcome
• Quickly grow our pipeline without substantially increasing budget
• Get better engagement and results from current campaigns
• Close more opportunities
@juliastead

3. With any given
marketing campaign
(trade show, CPL
programs, inbound leads),
only a small % were
actually potential
buyers of Invoca.
@juliastead

4. = low program engagement
= low lead to opportunity conversion rates
= no clear way to scale pipeline growth without
major increase in marketing budget
@juliastead

5. The Solution: ABM
= low program engagement
= low lead to opportunity conversion rates
= no clear way to scale pipeline growth without
major increase in marketing budget
@juliastead

6. July 2015
• Developed initial framework
• Shared strategy & got buy-in from sales
• Began account selection process
Our ABM Timeline
May 2015
• Learned about ABM at SiriusDecisions
Summit
• Spoke with peers, industry Analysts, and
key tech providers
@juliastead
August 2015
• Launched test ABM campaigns with
email, direct mail, SDR outreach
• Revised attribution and reporting
model
October 2015
• Expanded account selection and
management process
• Rolled-out omnichannel campaigns on
larger scale, including display

7. Flipping The Funnel: ABM Model
@juliastead

8. Master list of desirable
accounts
Refined account list by territory
(25/75)
Supplement lists with specific
technology use cases
Identify Accounts1
@juliastead

9. Built out relevant and accurate
contact lists for each ABM account:
• Leveraging 3rd party tools + with manual prospecting research by SDR team
• Initial goal of 3 contacts per account (more for large enterprises, fewer for SMB)
Expand: Find the right people2
@juliastead
Invested in LeanData platform to get holistic view
of accounts:
• Matching leads to known accounts
• Automatically matching leads & converting contacts to target accounts

10. We rolled out ‘omnichannel nurturing’, so contacts get a consistent set of
messages across all channels, that progress them through their path to
purchase.
Engage: Leverage all channels
Direct Mail Email Display SDR outbound
3
@juliastead

11. Measuring Results and Advocacy
• Total amount of influenced pipeline ($)
• Pipe to spend ratio across all ABM programs (goal: 10x)
• Overall conversion rate (%) and win rate (%)
• Compare conversion and engagement rates for ABM campaigns vs
previous
Main KPIs stayed the same
4
@juliastead

12. Measuring Results and Advocacy
• Isolating specific channels to measure uplift impact (display, SDR
efforts)
• Benchmark data and results against: number of engaged ABM
accounts (%), portion of engaged contacts within ABM accounts (%),
ABM campaign response rate
Secondary KPIs and leading indicators
4
@juliastead

13. Measuring Results and Advocacy
Switched to multi-touch attribution model, to measure impact of all
ABM campaigns
4
@juliastead

14. Every Quarter: Rinse & Repeat!
@juliastead

15. • Increase in total pipeline after beta ABM programs launched:
1.8X more pipeline than last 2Q
Early Results
@juliastead

16. • Increase in total pipeline after beta ABM programs launched:
1.8X more pipeline than last 2Q
• Pipeline to spend ratio for beta ABM programs: 26X
@juliastead
Early Results

17. • Increase in total pipeline after beta ABM programs launched:
1.8X more pipeline than last 2Q
• Pipeline to spend ratio for beta ABM programs: 26X
• Lift in opportunity creation rates when ABM display campaigns
were added: 50-200%
@juliastead
Early Results

18. 6 months later:
Enterprise Success!
@juliastead
17% increase in opportunity creation rate
for ABM accounts

19. Extra Tips…
• Evaluate whether ABM is the right fit for your business goals and
strategy. For Invoca, it isn’t an effective use of resources for SMB.
• Establish a clear account selection and maintenance process
with sales – it’s not set and forget.
• Ensure you have the right framework and reports to measure
success.
@juliastead

20. Questions?