Marketing Program:

A strategic company profile was created after analyzing the most profitable customers. Matching this profile with firmographic data, in-depth analysis, and intent data yielded 184 companies. Personas were created with the sales team for each member of the buying committee including their pain points and ideal marketing channels. Case studies and whitepapers were created to speak to each personas pain point. 

New martech tools were implemented to provide real-time account intent data to the marketing and sales teams. These tools also provided persona targeting in a programmatic way to simplify the deployment and testing of digital ad campaigns. Weekly meeting with sales team were started to map out and track progress with each key account.