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LeadIQ charts a course to $5 million in pipeline growth
Driving continued growth by reaching enterprise sales organizations
LeadIQ is a leader in sales technology with over 10,000 users ranging from Fortune 500 Companies to unicorn startups. LeadIQ’s platform helps sales teams find, capture, and sequence prospect information with one click.
It was becoming clear to LeadIQ’s leadership that the majority of future business growth was going to come from acquiring larger enterprise accounts as customers.
Gaining top- and middle-of-funnel engagement across not only sales development leaders, but the entire enterprise sales organization’s buying group became a crucial marketing goal. Jason Howie, Head of Demand Generation, needed to align with a best-in-class partner, one that would enable LeadIQ to target enterprise buying groups precisely and efficiently.
LeadIQ executes ABM integrated media with Pipeline360
The demand team at LeadIQ started using Pipeline360 to run account-based marketing (ABM) integrated media programs to address account coverage and improve conversion of qualified leads across multiple demand channels. Pipeline360 ABM Integrated Media programs target accounts with a combination of digital display advertising and content syndication to create predictable pipeline for demand teams.
Pipeline360’s advanced capabilities enabled LeadIQ’s team to deliver greater insight into the personas being targeted at key accounts, quantify results by measuring the impact and ROI on all campaigns, and increase demand among mid-market accounts across multiple channels.
LeadIQ leverages Pipeline360 professional services to optimize their programs
With support from the Pipeline360 campaign team, LeadIQ segmented their target account list into two audiences and conducted A/B testing of ABM integrated media tactics to determine the most efficient way forward. Both tests were tracked in the Pipeline360 Insights Dashboard, which was connected to LeadIQ’s Salesforce instance.
One test targeted accounts with digital display advertising and then used account engagement data to enroll accounts in precision targeted content syndication programs. The second test utilized content syndication without digital display advertising to a separate set of accounts.
LeadIQ creates predictable pipeline across hundreds of accounts
Pipeline360 gave LeadIQ opted-in, compliant contact information for their target accounts. This included contact demographic and firmographic information, delivered through an insights dashboard that provided exact titles for expanded coverage within targeted accounts. LeadIQ’s demand strategy now included programs that drove awareness and engagement across sales development teams at hundreds of accounts.
By adopting Pipeline360, LeadIQ is on course to reach its goal of $5 to $6 million in pipeline growth among mid-market accounts and 80% coverage of target enterprise accounts with opportunities. The company is positioned well for the challenges of today’s buyer-centric market.
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