Procore Partners with Inverta to Launch Best-in-Class ABM Program Powered by Demandbase

Why Demandbase?

Procore had purchased Demandbase about a year and a half prior to embarking on their ABM journey with Inverta. But without a mature strategy for how to leverage the insights, data and orchestration that Demandbase provides, the platform was not being used to its full potential. As Inverta built the ABM strategy with Procore, they also worked with Demandbase to ensure the system was properly configured and customized to reflect Procore’s business.

Inverta Client Partner Jessica Fewless recalls that ABM was like a guessing game in the past, but now, “Demandbase’s ability to aggregate 1st and 3rd party data and intent, as well as the ability to customize account journey stage, enables marketing teams to orchestrate campaigns that follow and move accounts through various stages of the buyers’ journey with tailored messaging and content, and deliver qualified accounts to the sales team for higher conversions to opportunities.”

How’d They Do?

• Using engagement minutes to prioritize and build pipeline

  Senior Director of Campaign Marketing Cristine Carzo credits Demandbase for her team’s ability to build full-funnel campaigns that follow their target accounts through the entire lifecycle with Procore. Christine’s team worked with Inverta to build audience campaigns that would turn on and off channels, as well as journey stage-specific messaging, to address their targets with the most appropriate messaging, moving them from high level awareness to sales-ready accounts.

  Demandbase’s ability to pull data directly into Salesforce was a key factor in helping prioritize their sales team’s efforts. For example, they have leveraged the customizable account journey within Demandbase to quantify a truly “sales-ready” state (Marketing Qualified Account) at which point the Sales Development team begins working those accounts. Because they were able to customize this stage to truly reflect accounts that were ready to talk to Sales, accounts that hit this stage were 4 times more likely to convert to a meeting. Talk about efficiency!

• Using targeted advertising to efficiently build pipeline

  Director, Media & Digital Marketing Lindsay Burgoon particularly appreciates the intent Demandbase provides, sharing, “Demandbase gives us a whole new level of insight when it comes to intent and making decisions on where to invest our budget”. For example, Inverta helped them to build a strategy to leverage Demandbase’s Advertising solution to allow accounts to flow automatically between journey stages and adjust their investment per account at each stage, helping to accelerate accounts through stages and contributing to the 4x meeting close rate at that stage. She goes on to say, “For larger accounts, making sure we get in front of the right people is a top priority. With the help of Demandbase and Inverta, we’ve been able to optimize our audience targeting to increase engagement.”

  Even with 1-to-1 ABM efforts, the team has found Demandbase advertising to be an effective tool. Christine recalls having their ads viewed by so many contacts at one particular targeted account that it led to a one-on-one chat that turned into a buying conversation, eventually resulting in a closed deal.

  There was another occasion where Procore was seeking to arrange a meaningful discussion with executives from a strategic account. They leveraged Demandbase to run an ABM campaign that showcased Procore’s latest, innovative integrations. The impact of this campaign was immediate, catching the attention of the executive team stimulating the crucial conversation.

  Lindsay wraps up by confirming, “Having Demandbase as our hub has automated our digital strategy. We can be more strategic by seeing the big picture in one platform versus gathering information from multiple tools.”

• Leveraging data and orchestration to mobilize the sales team at the right moment

  Ross Hays, Senior Manager, Marketing Operations says his team relies on Demandbase data and orchestration to warm up and nurture accounts based on where they are in the buying journey, before sending them to the sales team. This helps sales focus on the accounts most likely to buy.

  Ross’s multi-layered approach includes:

  * Following the pulse of an account earlier in the account journey

  * Knowing when to send the message through email and advertising

  * Once qualified, surfacing accounts up to Sales for outbound efforts

• Improved efficiency

  Scott explains that one of the significant benefits of the partnership between Demandbase, Inverta, and Procore is that it allows them to “stay laser focused on what they need to do.” He confirms that the new processes they have in place, brought in by Inverta and using Demandbase, have taught them new ways to market, bolstered team morale, and helped them be more efficient in overall operations.

  He states that using Demandbase, “We made significant improvements in how we understand and connect with our intended audience. By enhancing our analysis, segmentation, and engagement techniques, we have aligned our strategy, technology, and process to deliver a superior experience for our target market.

  “As a result, we have seen substantial growth that we can prove through lift analysis. Our investment in account-based marketing (ABM) has paid off, as we’ve been able to demonstrate that our efforts are generating meaningful results.”

Without Demandbase?