Demandbase > Case Studies > Folloze's Strategic Use of ABM Generates Significant Pipeline Growth

Folloze's Strategic Use of ABM Generates Significant Pipeline Growth

Technology Category

Cybersecurity & Privacy - Identity & Authentication Management
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Equipment & Machinery
Oil & Gas

Applicable Functions

Procurement
Sales & Marketing

Use Cases

Leasing Finance Automation
Time Sensitive Networking

Services

Cloud Planning, Design & Implementation Services

About The Customer

Folloze is a technology company based in San Mateo, CA; Denver, CO; Raleigh, NC & Tel Aviv, Israel. The company specializes in MarTech and has a team size of 95. Folloze was looking for a comprehensive solution to optimize their marketing programs and spending, and had recently signed a contract with Demandbase. The company was betting on account-based marketing (ABM) as a key strategy for growth and had tasked Bretton Hoekwater, their Growth Marketing & Analytics Manager, with implementing and optimizing this program.

The Challenge

Folloze, a technology company specializing in MarTech, faced a significant challenge in optimizing their marketing programs and spending. The company had recently signed a contract with Demandbase, a comprehensive marketing platform, and was looking to leverage account-based marketing (ABM) as a key strategy for growth. Bretton Hoekwater, Growth Marketing & Analytics Manager at Folloze, was tasked with implementing and optimizing this program. The challenge was to identify accounts that fit Folloze's ideal customer profile (ICP) and to segment these accounts into tiers based on various metrics such as engagement minutes, pipeline predict scores, and qualification scores. This segmentation would then inform the company's marketing and sales strategies, with different tiers receiving different types of ad messages and sales approaches.

The Solution

Folloze utilized Demandbase Account Intelligence to identify accounts that fit their ICP, with technographics playing a significant role in this process. The company then used Demandbase ABX Cloud to segment these accounts into tiers based on various metrics. Tier One accounts were assigned to the sales team, Tier Two to the account development reps (ADRs), and Tier Three to marketing. Folloze also implemented a strategy of surrounding their accounts with ad messages that fit where they were in the buying journey. The company supplemented their advertising with sales intelligence to gain a deep understanding of their accounts and engage with them in a highly customized, consultative way. Folloze also used Demandbase Data Cloud’s Data Integrity to keep their CRM data clean and up-to-date.

Operational Impact

The implementation of Demandbase's suite of tools has resulted in significant operational benefits for Folloze. The company has been able to identify and target accounts that fit their ideal customer profile (ICP) more effectively, leading to a significant increase in their pipeline. The use of Demandbase's ABX Cloud for account segmentation has allowed Folloze to tailor their marketing and sales strategies to different tiers of accounts, resulting in more effective outreach and engagement. The company has also been able to keep their CRM data clean and up-to-date using Demandbase Data Cloud’s Data Integrity, improving the efficiency of their workflows and processes. Additionally, the use of sales intelligence has enabled Folloze's sales team to engage with their accounts in a highly customized, consultative way, enhancing their sales effectiveness.

Quantitative Benefit