
ABM Campaign Drives New Opportunities.
Business Challenge:
Faced with limited sales resources, ServiceSource needed to focus the sales team to deliver accounts that would fit the current service offerings and reduce churn. The long sales cycle of 270 days was also slowing time to revenue.
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.

Results
184 Ideal Customers identified
11 Opportunities created in the first quarter
4 Opportunities, $6M, reached a mature status in the second quarter