Using Programmatic ABM to Drive B2B Success in Cybersecurity

Engaging the right accounts with targeted marketing strategies is essential. This case study explores how an application security company transformed its approach with programmatic account-based marketing (ABM), resulting in quadrupled engagement rates and accelerated MQL targets.

Customer

An application security company in the cybersecurity domain faced challenges with engaging their target accounts effectively. Their previous efforts were marred by low engagement rates and a disconnect between marketing initiatives and sales conversions.

Problem

The company's primary goal was to overhaul its marketing approach to generate more qualified leads from strategically targeted accounts. They needed leads with a higher likelihood of conversion and greater customer lifetime value.

The issues they faced included:

• Low-quality leads and a lack of targeted engagement.

• Campaign engagement rates that failed to meet expectations.

• Difficulties in converting Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs) due to irrelevant content and messaging that didn’t align with the target accounts' needs and pain points.

The core problem was the company's broad-spectrum marketing efforts, which lacked the precision and personalization required for impactful B2B engagement.

Solution

TAG Marketing Solutions implemented a comprehensive programmatic ABM strategy designed to address these challenges head-on. Moving beyond traditional email nurtures, the strategy focused on a data-driven approach that involved:

• Advanced segmentation of target accounts based on specific criteria.

• Personalized content and touchpoints tailored to each account's unique pain points and needs.

• Integration of more sophisticated data field mapping and signal triggers within the company's automation tools.

This refined strategy marked a significant pivot toward engaging high-value accounts with precision and personalization, ensuring that marketing efforts were directly aligned with the sales team's goals.

Results

The implementation of the programmatic ABM strategy yielded remarkable results:

• 4X in open rates and a 2.5X increase in click-through rates, indicating higher engagement.

• Record webinar content response rates 155% above target.

• Enhanced lead qualification, enabling sales to engage in more meaningful conversations.

• Direct influence on $15M of new pipeline and $3M in revenue, with MQL conversions exceeding forecasted targets by nearly 6 months.

Inspiration

Post-implementation, the client is now positioned to not only sustain but also expand their growth trajectory. The success of the programmatic ABM strategy has laid the groundwork for more relevant, personalized, efficient, and scalable marketing efforts, ensuring a brighter future in customer engagement and conversions.

If you’re looking to transform your marketing strategy and achieve better results, contact TAG Marketing Solutions today to learn how our data-driven, personalized marketing approaches can drive your business success.