Plex increased conversion rates from inquiry to MQA from 5% to 14%
Plex needed a solution that would allow them to target and market to over 40,000 accounts. Plex used
ABM Case Study
About the Company
Plex is the leading manufacturing ERP cloud provider. ERP software purchases require scores of stakeholders from multiple departments Plex markets ERP software to small and large manufacturers who each require their own custom solution.
“We love, love, love Triblio”Jennifer Dimas
Plex’s ABM Problem
Plex’s demand generation model only focuses on target accounts. Target accounts must meet a “best fit” criteria defined by marketing,
After Plex decides on the target accounts, Plex’s marketing then works with sales operations to assign accounts to sales reps who are part of the SMB and enterprise divisions. Account assignments are critical to
Triblio’s ABM Solution
Plex integrates outbound and inbound marketing with sales plays. They measure marketing performance using account engagement and account based funnel metrics.
Account Based Advertising
Plex uses account based advertising to reach new and existing stakeholders in target accounts.
They segment account based advertising audiences by funnel stage and industry segment. One specific example of an effective account based advertising campaign is targeting known contacts that have previously expressed an interest in marketing content or
Plex personalizes their website and landing pages for target accounts. Personalization by account is for both known visitors, identified in marketing automation and their CRM systems, and for unknown target account visitors who haven’t opted
ERP needs are very specific for each segment, and Plex wants to ensure that visitors and what they are looking for before they move to another website.
Trigger Sales Plays
Marketing also provides insight for known and unknown visitors to help Plex’s sales reps with outbounding and nurturing campaigns. Plex engagement reporting identifies the frequency, number of stakeholders, and a specific content interest for target accounts. Knowing an account’s digital body language from known contacts and unknown visitors triggers sales prioritization and influences what sales plays to use.
One part of the sales play created by marketing is curated content hubs for target account segments. By sending content hubs related to an account’s profile and engagement interest, reps establish trust and increase engagement.
Thanks to account based marketing, sales reps establish this trust sooner. Instead of waiting for stakeholders to complete a form, reps recognize anonymous visitors from target accounts that are engaged in specific content on web pages and landing pages. They will then find relevant contacts to reach out to those target accounts.