marketing_ops · security · workflow
How Veracode Launched A Data-Driven ABM Pilot Program
Veracode's ABM program relied on accounts and verticals suggested by the sales team without backing from their own data, making it difficult to demonstrate positive ROI or meaningful pipeline impact.
How it works
Common implementation structure
How this type of workflow is generally built, generalized across documented cases — not tied to any one vendor's stack. Click any stage to read what happens there. Specific products that implement these stages appear in “Tools commonly seen” below.
Stage 1 · Pilot framework and audit
Meg established a pilot program framework and completed a tech and content audit to identify available resources and gaps.
Tools used
MutinySalesforce · partner6senseHG InsightsMarketo · partner
Outcome
Within the first 90 days, the revamped ABM program reached 100% of target accounts, generated engagement signals with 86% of those accounts, achieved a 100% meeting-to-opportunity conversion rate, and hit 37% of the new opportunity target.
Results
Volume100%
Grounding & classification
Source type: vendor customer story
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