Visier sees a 234% higher click-through rate with an ABM approach using Demandbase + LinkedIn

Why Demandbase and LinkedIn?

How’d They Do?

Using both Demandbase and LinkedIn, the Visier team has been able to:

• Successfully launch a new sales approach

  Visier recently created a new delivery system for their software that changed how they sell and market. This change meant they now primarily use a “land and expand” approach to their sales cycle. This strategy includes landing an account with Visier Essentials before upselling with additional modules over two to three years. Using Demandbase Intent keywords to determine which modules to promote to their client next, they then used both Demandbase and LinkedIn to advertise to the client through the integration. After just one year, they’ve upsold the client on at least two additional modules with more opportunities in the pipeline.

• Focused their enterprise ads strategy

  Visier has used a combination of LinkedIn and Demandbase to focus their ads campaigns even further with their new “land and expand” approach. The goal is to determine what their client might need and deliver a sales and marketing approach that helps sales drive that pipeline to close.

  One of the key ways the sales and field marketing team determines which module to focus their advertising efforts on is by looking at intent keywords in Demandbase. Using those insights, they write their ad copy specifically for that module and build their person and account list under those guidelines. They then push the list through Demandbase’s integration with LinkedIn as a dynamic audience to target the right people and accounts for their ads on LinkedIn. After this, they report on the campaign’s engagement using the audience insights from Linkedin.

  Using this approach, the team has seen impressive results, including 80% engagement with their enterprise-level accounts, a 206% increased likelihood of closing the gap between close/won and close/lost opportunities, and a 234% higher click-through rate when using Demandbase + LinkedIn.

  Thera Martens, Vice President of Marketing, Embedded Analytics, and Partnerships, notes that Visier has built their entire engagement funnel in Demandbase, focusing on engagement details at an account level, especially for their enterprise customers. She continues that this insight, combined with the account’s interactions with their ads in LinkedIn, has helped them identify accounts as marketing qualified and create a funnel for sales.

• Met account engagement goals for their OEM segment

  On their OEM side, Visier sells directly to HR technology companies and has a very targeted list of accounts to sell to. Visier has reached at least 88% of those accounts using the combined efforts of their complete ABM strategy, with Senior Demand Generation Manager Jon Kaspszak building out their OEM campaigns using both Demandbase and LinkedIn.

  Visier set a goal to have at least 30% of their TAM engage with their ads and content. They have surpassed that goal, with their engaged accounts typically trending towards 37%-38%.

  Once an account has an opportunity attached and is in their sales cycle, the goal is to have at least 80% interact with their marketing content. They’ve consistently hit at least 95%-100% of that target.

Without Demandbase and LinkedIn?

When asked how they would run their ABM program without Demandbase and LinkedIn, and the ability to use them together, Mara acknowledges that their program today wouldn’t be as impactful. She goes on to say that it would be much more challenging to prioritize which accounts are the most engaged and where we should put our effort, focus, and budget. Mara closes by saying, “Without Demandbase and LinkedIn, we wouldn’t be able to have a targeted approach based on intent to help inform our digital ABM strategy.”