Focusing on Relationship Signals increased email campaign conversion from 12% to 38% in 30 days.
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About Crownpeak

Crownpeak is a digital experience platform, sold into marketing and IT.  Retailers, financial institutions, healthcare, and other verticals choose this enterprise digital experience platform (DXP) as it equips enterprise teams with powerful tools to create inclusive, omnichannel experiences with speed and simplicity.

Target Audience

Enterprise-level Fortune 2000 brands:

  • Retail
  • Banks / Financial Institutions
  • Healthcare / Hospitals
  • CPG
  • Automotive

Why Focus on
Relationship Signals?

The organization built up a BDR prospecting team to focus on both named accounts and whitespace.  The named account sellers wanted to focus on higher converting opportunities and paired buying intent sales intelligence with our Relationship Signals.  Together, the sales team could prioritize which named accounts had:

  • A higher propensity to engage based on their buying behavior
  • A higher propensity to engage because they were a past advocate / power user of the Crownpeak from their previous company

The whitespace “greenfield” team had to find a way to focus their account selection and prioritization efforts.  Relationship Signals helped them identify “needles in the haystack” and focus on accounts that had high proximity of past advocates in an account.  These advocates will have brand recognition and can envision how Crownpeak could be successful in their new organization.

How Was Success Measured?

Crownpeak needed more “at bats”, and was looking at net new conversations as the leading indicator. The whitespace BDR team reported back that the email-to-conversation conversion was completely different immediately after engaging their 1st batch of Signals. One of the BDR’s proclaimed “I couldn’t believe it. It seemed like each time I reached out to a Relationship Signal, I was starting a new conversation”. The team realized that each Relationship Signal was in fact a previous Crownpeak customer, who changed jobs to a new company, and now was in a key stakeholder position to evaluate their new companies internal digital experience platform. This made for very simple, but effective conversation starters. Without Pipeline Signals though, there was no way they could monitor and mine these 100’s of job changes per month on their own across their global TAM.

What Change Management Occured?

Prospecting is a focused endeavor. Between buying intent intelligence and Relationship sales intelligence, the prospecting account selection/prioritization is very objective. Now email cadences are developed to better nurture past advocates in their new roles, recognizing that these key stakeholders may be unable to impact change in their first 90 days, but will plant the “seeds of inception” for further quarters.

What’s Next?

Crownpeak has expanded Signal Intelligence Monitoring into EMEA. Their EMEA team wants to select and prioritize their accounts with the same objective principles.

Give Your Revenue Team The Competitive Advantage They Deserve.

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