In B2B marketing, reaching the right buyer is complicated, especially when you’re after a niche buyer for a specific service. ABM only works when your data is on point and your lists are relevant— sourcing this kind of list for our audience at Praecipio was always a bit of a struggle until we decided to think outside of the box.
The Strategy
Data–Like Inspiration– Can Be Found in Unexpected Places
Turns out the perfect list was already available, we just needed to know where to look. We found it on our competitors websites in the form of case studies and published logos.
We scoured six competitor websites and compiled a list of 199 pre-qualified accounts.
Don’t Be Afraid to Be a Little Sassy
Our ABM Platform, Rollworks, works on a Display Network, so we needed some glorious creative to get attention from our buyer. Just like with the list, we went back to the very same websites for inspiration, or as my brand teammate put it, “Let’s build ads that make fun of the competition’s branding!”
Each ad concept leveraged our competitors’ branding, taglines, and colors. Nothing was off the table and some of the ads were pretty sassy with much of the design taking aim at our rival marketing teams more than anything. We walked the fine line to ensure the ad content was identifiable enough to catch a client’s eye, without going too far into genuine intellectual property theft.
Campaign Details
We deployed the campaign with a modest budget of just $10k for the whole quarter and narrowed our targeting to specific job titles.
With a Salesforce/Rollwork integration, tracking ROI was easy.
Results
- $1.7M in pipeline in just 3 months
- 3 new opportunities
- Incredible gossip and conversations for our BDR team
Nadia Kouri 