Combining fit, intent, and engagement to generate new business

SiriusDecisions' ABM program of the year

VersionOne’s award-winning approach to Account Based Marketing (ABM) and sales combines fit, intent, and engagement technologies to create an ABM model that has resulted in engagement with 88% of target accounts and 23% of new enterprise business generated from the same accounts.

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VersionOne's journey

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Background

VersionOne helps organizations scale enterprise-wide agility. Using an enterprise software platform for unified Agile and DevOps, teams at every level can work together to envision and deliver great software.

VersionOne competes in a highly competitive industry and knew it could not outspend their competitors. VersionOne has traditionally relied on inbound leads, but as the business moves away from transactional sales, it knew that an account-based approach was their best chance at success.

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Challenge

Selecting the right accounts is key to ABM success. As an early adopter of an account-based approach in 2015, VersionOne struggled to align sales and marketing to narrow down a set of target accounts. VersionOne partnered with EverString to select best-fit accounts that matched its target company profiles and industries.

However, determining best-fit accounts were only part of the equation. VersionOne still needed a way to determine if those target accounts were interested in agile technologies or had any upcoming initiatives for Agile and DevOps.

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Solution

By using Intent data, VersionOne further honed its best-fit account list to focus on businesses actively demonstrating interest and researching content associated with agile technologies. These insights allowed VersionOne to tailor messaging and present more relevant content and offers to groups of businesses, creating a win-win for VersionOne and its prospects.

 

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Results

With the combination of fit, Intent data, and engagement data, VersionOne was engaged with 88% of target accounts and 23% of new enterprise business was generated from the same accounts.

Additionally, VersionOne’s account-based digital strategies have resulted in two times more sales opportunities when compared to their inbound lead strategy.

Everybody wins with Bombora

Whether you're a B2B marketer, agency, data co-op member, or partner, Company Surge® helps you prioritize your resources and accelerate revenue.

B2B Sales and Marketing

Align marketing and sales towards a unified approach focused on Intent data.

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Agencies

Deliver better results for your clients with highly targeted campaigns that focus on businesses demonstrating intent.

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Publishers

Enrich your ad products with the power of B2B Intent data to deliver more targeted campaigns for your advertising partners.

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People think its harder than it is. Bombora's platform is probably the easiest and most beneficial platform for a marketer to use that there is.

Jodi Lebow - Director of Demand Generation - VersionOne

Jodi Lebow

Director of Demand Generation, VersionOne

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What is Company Surge™

Company Surge® helps you identify 'in-market' businesses before they have landed on your website, so you can proactively coordinate sales and marketing around accounts with active intent.

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