How Flexera Leveraged A/B Testing to Prove ABM Success

Like all things during the pandemic, we've had to reinvent how we do customer stories. From researching podcasting mics, screen recording options, and so much more - we were nervous about the quality of the outcome. However, in the end, we had to remind ourselves that a good story is a good story, and authenticity goes a long way. 

Earlier this fall, we hopped on a Zoom call with our friends over at Flexera to discuss some of their marketing challenges and how taking an account-based approach enabled them to reach target buyers. We’re very close to the finished product but couldn’t wait to share a sneak peek. Don’t worry, we'll link to the full video and case study when they’re done!

Defining ABM Success 

Located just outside of Chicago, Illinois, Flexera is a global IT management software company that specializes in optimization and solutions. With a mission to provide top-of-the-line products that drive value and ROI, the marketing team is specifically tasked with supplying its revenue organization with high-quality leads and qualified accounts.

In our conversation with Laura Wille, Manager of Global Demand Generation, she emphasized the need and importance to deliver on the following KPI’s:

• Marketing Qualified Accounts (MQAs)
• Named Account Meetings Scheduled
• Target Account Pipeline
• Opportunity Rate
• Account Win Rate

Success for marketing means meeting their goals not just in North America but across their priority regions around the world, which include the UK and DACH (Germany, Austria, & Switzerland).

Testing, Testing 1, 2, 3... 

With Flexera’s goals and KPIs, you can tell that their revenue team is account-based through and through. With ABM, it’s important for both sales and marketing to focus on KPIs that track account progression across the purchase journey. Account-based marketing metrics show when campaigns drive pipeline and revenue numbers, enabling marketers to take a more well-rounded approach to evaluating success. 

More impressively, Flexera didn’t just unify the company around account-based goals. It set up an A/B test for its top 40 accounts to prove its ABM use case. The team randomly selected half of the accounts to serve as a control group, while the other half of the accounts were heavily targeted with display ads and an email campaign. The results were clear. Of the 20 ABM accounts, four became late-stage pipeline opportunities, and one moved to closed-won. The control group, on the other hand, saw no pipeline movement.

“In using Triblio, we’ve seen a dramatic increase in the number of our named accounts that are actively engaged”
- Laura Wille, Manager, Global Demand Generation

At Triblio, we’ve learned a lot through our partnership with Flexera and respect their dedication to proving ABM success. Clear pipeline results are integral to gaining trust with sales reps and buy-in from the C-Suite. As we mentioned earlier, we’ll be sharing Flexera’s full story in the next few days! If you’d like to hear other ABM success stories, you can book a meeting with one of our ABM experts here.