Kopis is a custom software development and consulting company that provides high-impact software and cloud solutions. Its award-winning team has operated for more than 20 years servicing business and government agencies in the American Southeast. Despite working with a small team and budget, Kopis has continued to grow its client base and gain industry recognition from leaders like Microsoft.
The Kopis team was ready for a change. Despite the success of its events-led strategy, the company wanted to transition to a digital-first approach with account-based marketing (ABM) at its core — a challenge for any company, but even more so for those with limited resources.
“Kopis is a really small team with a really small budget,” shared Britnay Carter, Kopis’s Marketing Manager, in a statement. “Our challenge was how to make a big impact with the resources that we already had.”
Carter’s small team consists of one in-house marketer, one UX ad designer/creative and an outsourced ADR team, all with a shared budget of $200,000. Like many other marketing teams, Carter and her colleagues had to rethink how they could make and prove impact despite recent shifts in resources.
Once Carter determined Kopis needed help from an ABM tool to uplevel its marketing, she ultimately chose RollWorks because of the account support available.
With the platform in place, the Kopis team focused on the next step: Using RollWorks to determine their best-fit accounts based on intent and engagement. The company used the newfound account information to narrow their target list down to fewer, more impactful industries and company types. The Kopis team then used RollWorks to create two campaigns for each segment: One for awareness and one for conversion.
To make sure the team was using their limited resources wisely, they tested their ABM campaign with RollWorks over the course of three months to ensure they were driving the right impact.
“ABM allows you to attribute metrics to how you’re doing and how your spend is going,” said Carter. “It’s easier to draw that direct comparison of how much money you’re spending and what your ROI is. As teams continue to grow, it’s going to be really important to show and have those results.”
The newly launched and tested account-based strategy was a proven success. Not only was RollWorks easy to implement but it also made it possible for Kopis to connect its work to real-world wins. In addition to doubling the number of overall leads the company previously brought in, Kopis:
- Increased leads by 70% YoY;
- Expanded marketing-generated revenue by 40%;
- Directly connected marketing spend to marketing results;
- Optimized target account list;
- Created more effective campaigns;
- Achieved its goal of smoothly transitioning the marketing strategy despite having limited resources; and
- Saw a higher rate of targeted ads reaching intended audience.
“RollWorks isn’t just the software itself; it’s the partner and the people behind the tool that has helped make our program so successful,” said Carter. “Being able to reach out to an account manager on a bi-weekly basis, ask them questions and have them help my team figure out how to optimize our campaigns has made a huge difference.”