Ambitious B2B marketing teams are always challenged to find new ways to improve existing strategies, to discover and engage leads, build pipeline and close more accounts. Marketers are tasked with tying their efforts directly to revenue growth — often something difficult to do.
At RollWorks, the B2B counterpart of AdRoll, our challenges were no different, but we had an opportunity to tell a thought leadership story by helping others understand our demand gen program. Some called it, “drinking our own champagne” (the much preferred term to, “eating our own dog food”) the RollWorks ABM program was an exercise in excellence. From segmenting our customers using our own account scoring capabilities, to building out 1:1 programs with sales, 1:many programs that included the “quadruple touch” with the SDR team, and broad-based inbound programs focused in our ideal customer profile (ICP) — the program worked. Appointments increased 35% QoQ, revenue increased 50% YoY, and thousands of marketers learned how to improve their account-based programs.
Company: AdRoll (now NextRoll)
Year(s): 2018-2019
Results: Increased appointments 35% QoQ and revenue 50% YoY