Triblio | Case Study
Surfacing actionable insights for engagement
Triblio provides Account-Based Marketing (ABM) software to generate demand and engagement from target accounts. By combining Company Surge® Intent data with Triblio’s first-party data and sales activation plays, it increased SDR influence by 18% and Account Executive close rate by 28%.
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Challenge
Buying behavior has changed drastically over the past decade.
According to Triblio’s research, 60-80% of the purchase journey is complete prior to prospects completing a lead form, and 45% of all prospects start engaging 90 days or more before submitting a contact form.
Like most growing businesses, Triblio has aggressive sales goals in a competitive field and needed to find new ways to engage with potential prospects prior to contact registration.
Solution
Triblio already had first-party Intent data from website visits. By combining this data with Company Surge® Intent data, Triblio gained greater insight into potential prospects and launched three intent-based sales activation plays.
Triblio segmented top accounts into three groups based on interest for relevant Intent topic clusters:
- Competitor (competitive topics)
- Use case (specifically Account Based Marketing topics)
- Field event (geographies interested in relevant topics)
Then, its marketing and BDR teams partnered to activate coordinated intent-based plays across multiple channels. The BDRs reached out with personal phone calls, emails and social touches, while the marketing team provided air cover with display advertising to those same contacts as well as Smart Pages – Triblio’s tool for creating personalized landing pages. Marketing selected segment-relevant content so the BDRs could auto-generate personalized landing pages for each contact.
Results
The combination of Triblio’s first-party Intent data with Company Surge® and the sales activation plays resulted in:
- 2X more engaged leads per account on the 1:1 landing page compared to the general website
- 18% increase in SDR revenue influence
- 28% increase in Account Executive close rate
