Clarabridge influenced $24m in pipeline revenue using ABM
Clarabridge had too many low-quality leads using the leads funnel. With
ABM Case Study
About the Company
Clarabridge is a customer experience management software company based in Reston, VA.
“Stronger conversions, faster pipeline”Carrie Carroll
Clarabridge’s ABM Problem
Clarabridge needed a way to acquire key accounts. They were using a lead funnel, but they were getting too many low-quality leads.
They decided they needed to focus marketing on target account segments that had the potential to generate the most revenue instead of leads. Before ABM, Clarabridge hadn’t even defined their verticals, let alone run specific programs targeting them.
Triblio’s ABM Solution
Clarabridge used Triblio to define and segment their audiences based on key verticals. They used web personalization to dynamically present these different audiences different homepage messaging and content recommendations
Clarabridge created two account segments,
They used Triblio to personalize their website so that whenever someone from the healthcare industry visited, they only saw messaging and imagery related to healthcare. Anyone from the finance and retail banking industry only saw messaging and imagery related to their field as well.
Personalized Content Recommendations
Clarabridge’s marketing team adapted existing content and campaigns to target these two industries. They prepared a special playbook for their sales team for these two segments consisting of whitepapers and sales telescripts.
When a target account visited the website, they dynamically customized the content for known and unknown visitors to those two segments. They reported to their sales team whenever a target account visited the website to trigger sales outbounding.