Case Studies > How Dialpad Closed Deals 52% Faster with Their ABM Program

How Dialpad Closed Deals 52% Faster with Their ABM Program

Customer Company Size

Mid-size Company

Region

America

Country

United States

Product

RollWorks Account-Based Platform
RollWorks Engagement Solution
RollWorks Measurement Solution
RollWorks Identification Solution

Tech Stack

Salesforce
Machine Learning
Proprietary Data

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Revenue Growth
Customer Satisfaction
Productivity Improvements

Technology Category

Platform as a Service (PaaS) - Connectivity Platforms
Analytics & Modeling - Machine Learning

Applicable Industries

Software
Telecommunications

Applicable Functions

Sales & Marketing
Business Operation

Use Cases

Demand Planning & Forecasting
Digital Thread

Services

Cloud Planning, Design & Implementation Services
Software Design & Engineering Services
System Integration

About The Customer

Dialpad is a cloud business communication platform that supports voice, video, and messaging on any device, allowing users to connect from anywhere. The company was looking to expand its market reach by introducing new product offerings and targeting specific accounts to accelerate its sales pipeline. Dialpad's demand generation team aimed to scale brand awareness and influence new customer profiles to purchase their new products. The company was performing well among mid-market companies but needed assistance in penetrating the enterprise market, where sales cycles could extend to 12 months or longer. The team realized that the number of stakeholders involved in enterprise deals would increase significantly, necessitating a more strategic approach to account-based marketing (ABM).

The Challenge

Dialpad was expanding its product offerings and needed to target specific accounts to accelerate its sales pipeline. The company aimed to increase website traffic from target accounts, influence net-new opportunities, increase pipeline velocity, and measure marketing's influence on pipeline and revenue. Dialpad's ideal customer profile expanded to include more enterprise accounts, and the personas to target increased, requiring a reevaluation of their target account list.

The Solution

Dialpad implemented the RollWorks Account-Based Platform to create hyper-personalized ad campaigns at scale. The first step was connecting their RollWorks account with their Salesforce instance to sync data on current top customers. Digital ad campaigns were created to bring more accounts into the pipeline, initially addressing general features and benefits of Dialpad's products. In the second phase, Dialpad optimized its ad framework by segmenting by persona rather than industry, creating ads for each persona's top pain points. The RollWorks Engagement Solution used proprietary data and machine learning to match users with relevant messages, targeting known contacts and those not in their CRM. With the help of the RollWorks design team, Dialpad created over 50 sets of personalized ads and conducted A/B testing.

Operational Impact

Dialpad's marketing team saw immediate results after launching their campaigns, with a significant increase in traffic to new feature pages from RollWorks.
The RollWorks Measurement Solution allowed the marketing team to provide engagement insights to sales, helping them prioritize outreach to the most engaged accounts.
Dialpad's ad framework, considered one of the most sophisticated by their RollWorks account manager, enabled the company to scale their ABM program and influence the pipeline effectively.
The partnership with RollWorks, offering account management and creative services, positioned them as an ABM partner rather than just a vendor, enhancing Dialpad's ability to execute ABM at scale.

Quantitative Benefit