Digium increased total web conversions by 32%
Digium’s ABM Problem
Digium’s main source of leads is their web channels. Centered around a vibrant open source community, their web properties generate hundreds of thousands of visitors per year with different needs and objectives. Depending on persona and account profile, Digium needed to serve specific and relevant content, messaging, and promotional product offers. In the sales process, Digium wanted customers to get upsell promotions to purchase more equipment. Prospects from noncommercial organizations should receive messaging about the cost benefits of open source, while commercial organizations needed messaging to address reliability concerns.
Triblio’s ABM Solution
Triblio’s ABM web campaigns could dynamically serve the right message and offer to known and unknown visitors.
Target anonymous visitors by account firmagraphics
Digium set out to increase leads from unknown visitors in their target industries of professional services, government, healthcare, auto, and education services. Triblio can recognize a visitor’s industry profile using reverse IP lookup, marketing automation segments, and user behavior. Once visitors are profiled by account, Triblio offers relevant content such as eBooks, webinars, and whitepapers. Through this level of personalization, Digium is able to nurture visitors at an early stage and increase email capture – which corresponds to a shorter sales cycle. The campaign was set for exit-intent deployment to capture bouncing visitors and turn them into leads.
Web nurturing by geo location
Triblio can determine location by country, MSA, and DMA codes. For non-US visitors, Digium’s home page banner is focused on brand positioning messaging about open source telephony’s reliability since they are not targeted prospects. US visitors to the home page receive brand messaging focusing on cost with an ROI calculator call to action. Digium utilizes web nurturing by displaying different imaging, messaging, and CTAs to specific locations to keep the product information relevant and engaging in order to gather more conversions.
Upsell offers for customers
Triblio can identify Digium’s existing customers. Since they are already familiar with open source telephony and Digium already has their email, the customer CTAs are product offers. Product offers depend on the purchase history and firmagraphics of the visitor. Some companies receive a Switchvox cloud offer while others receive an offer for free phones. This increases the effectiveness of the discount promo, as well as the promotion’s efficiency since discounts are not needlessly given away.
Slideout and popup methods matter
Triblio’s technology gives marketers control to choose the best slideout or popup method to achieve results. For example, blog traffic visitors should see CTAs before exiting the page because blog pages are an entry AND exit page. If visitors are at your product page, however, they are engaged. The best tactic would be to slide out a relevant CTA after the visitor has been on the page for more than a few seconds.
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