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Featured Case Study: Crownpeak

Crownpeak

About Crownpeak

Retailers, financial organizations, healthcare providers, and many other businesses opt for Crownpeak Digital Experience Platform (DXP), an enterprise-level tool which provides their teams with the ability to swiftly generate multi-channel experiences with inclusion and ease.

Target Audience

Target Audience

Enterprise-level Fortune 2000 brands:

  • Retail
  • Banks / Financial Institutions
  • Healthcare / Hospitals
  • CPG
  • Automotive
Why Focus on 
Relationship Signals?

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?

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?

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?

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.

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Case Study

Featured Case Study: Limelight

Limelight

About Limelight

Limelight is the leader in experiential marketing solutions.

They provide data-driven insights from live events and integrate those insights into CRM’s.  Limelight had recently joined forces with (+) Meshh., providing world-class, location-based intelligence and interaction solutions, measure engagement and interaction in the consumer’s physical space.

Limelight partnered with an outsourced lead generation agency to supercharge their business development efforts, specifically to focus on their new Meshh offering.

Target Audience

Target Audience

Limelight focuses on the experiential marketing department within Fortune 2000 companies, with a particular focus on “anything that moves”:

• Automotive
• Marine
• Aviation
• Rail
• Sport & Recreational vehicles

Why Focus on 
Relationship Signals?

Why Focus on
Relationship Signals?

• Limelight acquired MESHH and immediately looked to leverage MESHH as an “edge to the wedge” pipeline creation opportunity.

• Limelight recognized that between their core customer base, and MESHH’s customer base, a large cohort of experiential marketing buyers have left their customer base to join new companies due to Covid.  This created a perfect opportunity for leveraging the relationships of past advocates.

• Limelight also recognized that throughout their 5-year history, many newly appointed CMO’s have grown from experiential marketing roles, while also changing jobs due to the “Great Resignation”, offering an opportunity to engage these newly appointed CMO’s early as they developed budgets around re-surging live marketing events.

How Was Success Measured?

How Was Success Measured?

Success was measured three (3) ways:

  1. Database Growth – 85% of all Signals identified were net new to their CRM, even as their sales team organically continued to develop their database.
  2. Conversation Conversion – SDR’s consistently touted that Relationship Signals were much easier to engage via the telephone, more responsive to email, and engaged in dialogue conversations.  An A/B test against non-Signal lists was not performed.
  3. Opportunities Created – two (2) major sales opportunities were created in a 90 day controlled test.
What Change Management Occured?

What Change Management Occured?

Limelight, partnered with their lead generation agency has determined that their “things that move” campaign was successful by focusing on:

• Relationships from Limelight’s 5 years of customer base + MESHH’s customer base;

• Identify newly appointed CMO’s with experiential marketing experience to trigger their affinity for live events BEFORE they concretely shape their budgets.

What's Next?

What’s Next?

Limelight, partnered with their lead generation agency will focus a specific SDR dedicated to the following sales motion: “focus on reverse-engineering our Relationships, while developing Pending Relationship (Appointed CMO) Signals”.

This SDR will campaign all CMO’s that meet their Ideal Customer Profile (ICP) globally in search of experiential marketing programs.

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Case Study

Featured Case Study: UserZoom

UserZoom

About UserZoom

UserZoom is the de facto standard for UX interface design, testing, and feedback of all software and websites.

UserZoom makes user research a standard practice in the design process, empowering businesses with the UX Insights they need to deliver great digital experiences using best-in-class research software and services.

Target Audience

Target Audience

UserZoom focuses on 5 core industries that have compelling use cases:

• Banks and financial institutions
• Healthcare providers
• eCommerce and retail
• Enterprise technology (SaaS applications)
• Media and entertainment

UserZoom’s buyers are UX designers of software and website applications. The company’s sales process can sometimes be difficult as there are buyers who would prioritize aesthetics over usability.

Why Focus on
Relationship Signals?

Why Focus on
Relationship Signals?

• UserZoom had an aggressive growth target of 100% in 2 years, and it needed to build sales pipeline fast to accomplish its goal.

• Sales professional churn at both UserZoom and its acquisitions had been higher than the industry standard, and the company needed to devise an onboarding and retention plan that’s rooted in skills development.

• To reduce churn, UserZoom needed to improve the retention and growth of its existing accounts in order to maximize its CAGR rates.

• The company can achieve its goals by using Signal intelligence monitoring to reverse-engineer the Sphere of Influence of their existing customers and verticals, kickstarting new verticals and generating quick wins in these markets.

How Was Success Measured?

How Was Success Measured?

At Pipeline Signals, program success is evaluated using a regular survey sent to all the sellers we work with.

Every month, we ask for qualitative and quantitative feedback on the Signals that we provide them. They evaluate the Signals’ quality and relevance, as well as their satisfaction with our service. They also tell us how we can further help them with their sales performance.

Their feedback allows us to give them a tailor-made service that is closely aligned with their company’s goals, effectively delivering Signals that can better help them meet their revenue targets.

What Change Management Occured?

What Change Management Occured?

• Signal Intelligence Monitoring was one of multiple sales initiatives (tools, skills development, onboarding) that helped UserZoom exceed its 100% aggressive growth plans. We worked diligently to integrate our IP into the fabric of UserZoom’s marketing, enablement, and operations of other initiatives.

• Signal Intelligence Monitoring has become one of UserZoom’s key account planning strategies. Each seller now creates a “War Room” for each of their accounts to monitor triggers, referrals, insights, and competitive intelligence.

What's Next?

What’s Next?

Our partnership with UserZoom actually began when we worked with them at Sales for Life to improve their social selling strategy and signal intelligence collection. Having seen the undeniable impact of Signals on their revenue, they decided to enter a reinforcement phase with Pipeline Signals in order to expand Signal Intelligence monitoring to their other sales divisions.

Pipeline Signals will continue to support all of UserZoom’s sales professionals by delivering relevant, actionable intelligence that will give them a competitive advantage in their industry.