PROGRESSIVE ABM practitioners are finding success in measuring offline engagement from in-person events — such as tradeshows — and combining it with target accounts’ online engagement. This enables more relevant sales conversations, as well as a better understanding of marketing spend and its impact on the bottom line.
To connect the dots between its online and offline ABM initiatives, PGi turned to attribution technology to measure the return it is seeing from sponsoring and attending specific trade shows, such as Demand Gen Report’s Content2Conversion and Demand Gen Summit as well as the SiriusDecisions Summit
With the help of attribution tools, such as Bizible — along with predictive insights gathered from Madison Logic and 6sense, as well as account-based advertising with Terminus — PGi stated that its average deal size more than tripled to $41,284 compared to $12,500 previously.
With these event-specific campaigns, PGi serves advertising through Terminus to target accounts gathered from Madison Logic and 6sense, as well as previous-year badge scans from tradeshows and events sponsored by PGi. Ad creative is then designed to encourage prospects to set up meetings at the venue.
“When we’re at any kind of tradeshow, we have named accounts, as well as contacts from the event [the previous] year, that we’ll target with messaging about setting up appointments,” said Catherine Brandon, Senior Marketing Manager, Digital at PGi. She also added that the company has plans to use data from 6sense to test with Terminus and target unknown prospects.
PGi uses Bizible to track all of its global web properties, and it has been “easy to track from an attribution standpoint,” Brandon said. However, the offline channels were a bit more difficult.
“You can’t look at the value of one marketing channel; you must look at how they all work together to drive revenue.” Kerry Trivers, PGi
“Bizible is integrated with our Salesforce, so we upload our badge scans and pull that list into Bizible reports to tie event meetings to online interactions,” she said. “It’s a really exciting way to tie online and offline opportunities together.”
MEASURING MULTICHANNEL ENGAGEMENT BOOSTS RESULTS
PGi’s ABM program offers the marketing team a new focus that enables them to prioritize target accounts and better understand how ideal customers engage with their campaigns, according to Kerry Trivers, VP of Marketing at PGi.
“Everyone talks about ABM as having multiple [focuses],” she said. “Our primary focus has been — from a new revenue standpoint — on what we are doing to target accounts with the highest propensity to buy our main offerings.”
Trivers said that a shift in mindset to account-first (instead of lead-first) when measuring multiple channels in an ABM campaign helped better attribute initiatives to the bottom line.
“We’re focused on account to opportunity,” said Trivers. “Now we can tie opportunities to an account, and the outcome has been valuable.”
With this approach — combined with its advertising efforts through Terminus, Madison Logic and 6sense — PGi gained $14 million in influenced pipeline, with closed/won business tallying up to roughly $9 million. The company closed 218 deals out of the 408 opportunities influenced through its event campaigns: a 53% conversion rate.
Ultimately, PGi said it is happy with the success it has seen in measuring campaign impact within its ABM programs. “You can’t look at the value of one marketing channel; you must look at how they all work together to drive revenue,” Trivers added.