How Veracode Launched A Data-Driven ABM Pilot Program

“Meg set expectations within her company by sharing a framework for running the new improved ABM pilot program. This included the physical resources needed to implement the program, and the amount of time necessary from others on her GTM …”

“Historical data from Salesforce Buying stage and account score in 6sense Intent data that shows what topics and keywords leads research, pulled from multiple data platforms ICP and competitor data from HG Insights”

“they segmented the list of target accounts based on buying stage, account reach score, ICP fit, and whether an account was new business vs an open deal they wanted to accelerate”

“Veracode uses Mutiny to deliver personalized microsites for each account within their new and improved ABM program. Potential accounts land on personalized pages through ads tailored to that person's job role or industry. The landing pag…”

“Veracode also does phone and email outreach for open deals and identified potential new business accounts. If a lead doesn't answer their outbound calls, the BDR informs them they'll be emailing them a webpage made just for them. Each em…”

“Engagement indicators, such as account reach score and buying stage progression, indicate early success of the ABM program. Pipeline indicators, such as meetings booked and sales accepted leads, show the program's long-term success.”