Challenge Faced: Salesforce, a global leader in CRM solutions, faced a significant challenge in executing Account-Based Marketing (ABM) playbooks. Approximately 80% of its accounts lacked key fields, hindering the ability of Account Executives (AEs) to effectively personalize outreach and target potential buyers. This gap not only impacted the quality of top-of-the-funnel leads but also extended the research phase for AEs by almost 10 days every quarter.
LeadGenius Solution:To address this challenge, LeadGenius stepped in with a comprehensive solution. They built out complete buying centers for each account, ensuring at least two contacts per department. This was not just a matter of filling in missing data; LeadGenius identified crucial roles within the buying process, including Buying Committees, Change Agents, and Executive Influencers. Additionally, they provided detailed tech maps, revealing installed technologies, competitors, and integrators for each account. This in-depth approach allowed Salesforce to gain a clearer understanding of the account landscape, significantly improving the personalization of their global accounts.
Impactful Results:The collaboration with LeadGenius yielded transformative results for Salesforce:
- Streamlined AE Research: The detailed account insights reduced the research time for AEs at the beginning of each quarter by 10 days, enabling them to focus more on engagement and less on data gathering.
- Enhanced Top-of-Funnel Quality: With more comprehensive data, Salesforce saw an improvement in the quality of its top-of-the-funnel leads.
- Optimized ABM Plays: The depth of the data provided by LeadGenius meant that ABM plays were more complete and targeted, leading to better Marketing Qualified Leads (MQLs).
