PayScale - Using data for targeting

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Examples of Successful Account-Based Marketing Campaigns
Here are some great examples of ABM campaigns that delivered results for a number of companies.

Compensation software and data company PayScale wanted to grow its account-based marketing program and measure its impact.

The first thing to do was to identify target accounts and personas. The sales and marketing teams had previously set up campaigns that drove new traffic from target accounts but they wanted to target the right personas at those accounts.

Using machine learning, they connected up Salesforce data cell phone number lists and identified personas. These were then targeted with tailored ads for their most successful content, the annual Compensation Best Practices Report.

Payscale Compensation Best Practices Report
The result? Within seven months, PayScale increased traffic from their target accounts by 500 percent and decreased the time to close for active opportunities by nearly half.

“Seeing a lift in the number of engaged contacts per account is always beneficial. It helps prepare our sales team when they have conversations with the primary decision maker,” says PayScale’s Senior Marketing Manager, Brian Steel.

Form - Custom demos
Form is a digital assistant for frontline workers. The software is designed to make life easier for workers but it was often a challenge to get them to use it properly.