The Syllabus:
The Bazaarvoice ABM team was tasked with launching its first phase of 1:1 and 1:few ABX campaigns. This required a tight alignment with their sales and client success counterparts, as the company wanted to develop a custom strategy for each initiative with personalized content experiences at its core to tell a more holistic story.
Lesson Plan:
With dedicated PathFactory content experiences and landing pages for marketing campaigns and sales outreach, the Bazaarvoice ABM team built custom content aligned to an account’s goals around social commerce and digital transformation. With the help of user-generated content, the team deployed account-specific digital ads that brought accounts to a custom landing page with highly targeted content.
The team also constructed account-specific sales and client success content tracks to serve up thought leadership content, quarterly business reviews and newsletters, customer how-to videos, “meet the team” presentations, review coverage, performance reports and more. Finally, the team created an executive 1:1 video and brochure that was personalized for each C-level stakeholder and served up by the company’s CEO.
Report Card:
Through the efforts, Bazaarvoice saw:
- 83% lift in website engagement
- 647 unique visitors spending an average of five minutes with content for a total engagement time of 57 hours
- 166 net-new contacts identified, 19 opportunities created and four opportunities won
- Deal velocity dropped from 241 days to 187 days
- $2.6M pipeline generated
- $510,448 in closed/won revenue
- $91,760 average deal size
Report Card:
Through the efforts, Bazaarvoice saw:
- 83% lift in website engagement
- 647 unique visitors spending an average of five minutes with content for a total engagement time of 57 hours
- 166 net-new contacts identified, 19 opportunities created and four opportunities won
- Deal velocity dropped from 241 days to 187 days
- $2.6M pipeline generated
- $510,448 in closed/won revenue
- $91,760 average deal size
