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Array

ABM CASE STUDY

After implementing the ABM foundational work, Array and Mojo Media Labs launched an ABM Campaign targeting 248 handpicked accounts in October of 2021. By the end of January 2022, Array had account engagement from 47 accounts, generated a pipeline of $6.6MM from target accounts, and closed 34 accounts, totaling $5.7 MM in revenue. Based on the early success, Array plans to launch a second campaign to move engaged accounts into the pipeline.

Background, Challenges, & Goals

Array provides content engagement technology and services to companies in the Life Sciences Industry. Since their products and services only serve the niche industry of Life Sciences, they saw that ABM would create a far greater increase in revenue than the Inbound Model they had been running. 

The challenge was to educate the life sciences industry on the tie between content engagement and Array’s technology by providing thought leadership content directly to the target audience related to their customer journey. 

The solution was to create an evergreen ABM campaign framework that would promote content based on each stage of the buyer’s journey defined by an account engagement score.

As a result, they brought in Mojo Media Labs to help them align their organization, processes, technology, and content to a pilot ABM strategy. The main goal of this initial campaign was to start seeing active engagement among the target accounts hand-selected by marketing and sales.

mml-arrray-testimonial-1080

 

ABM Foundational Work

Before starting an ABM strategy, there were 4 pieces of foundational work that Array needed to address. This foundational work included:
1

Creating lead and account scoring

2

Creating a streamlined lead flow process

3

Setting up the appropriate mapping between HubSpot & Salesforce

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Building the target account list

Lead & Account Scoring

To ensure that the sales and marketing teams were prioritizing accounts correctly, Array and Mojo created a comprehensive scoring model that included demographic, firmographic, and behavioral factors. Mojo defined the scoring model based on Array’s buyer’s journey stages: Target, Activated, Engaged, Opportunity, and Closed Won/Closed Lost.

Once an account reached a certain score threshold that entered them into the Activated stage, the marketing team was alerted to take a deeper dive to understand the specifics of what the account had been engaging with. Then the marketing team informed sales that an account was ready for outreach and provided the engagement info needed for an informed sales interaction.

lead scoring

 

lead flow illustration

 

Lead Flow

With account scoring in place, the next area to address was their overall lead flows. In a well-done ABM strategy, the target accounts don’t need in-depth qualification as they are predefined using data to qualify them as your best-fit customers. As a result, Array and Mojo worked together to ensure that the right accounts were identified as high priority. This was achieved by setting up the stages of account engagement, building account scoring in HubSpot, and applying the appropriate field mapping between HubSpot (for marketing) and Salesforce (for sales).

HubSpot and Salesforce Mapping

To ensure the sales team had the exact information they needed from marketing, Mojo created a data sync between the marketing HubSpot portal and the sales team Salesforce portal. Using this data sync, the sales team only received accounts that showed significant engagement and were ready for outreach. This mapping drove alignment as sales knew the accounts sent from marketing were highly engaged or had expressly asked to speak with sales.

hubspot and salesforce mapping

 

target account list

 

Target Account List Creation

Prior to developing strategy, Array’s sales, marketing, and leadership team came together to handpick their target account list based on data collected from their top customers and research on demographic and firmographic for accounts similar to these customers. Once all three departments agreed on the list, these accounts were flagged in HubSpot and Salesforce as the key target accounts Array should focus on.

ABM Campaign

With the internal alignment through mindset, operations, and technology, Array was ready to develop an ABM strategy. They had gone through the process of having a third-party market research analysis conducted. Based on that research, Array had a far greater understanding of exactly what their audience was looking for in content engagement solutions and how they should position their messaging. Their strategy began by dialing in the messaging on how content engagement was critical for Life-Science companies. 

From there, responsibilities were divided between Mojo and Array. Mojo’s focus was account awareness and engagement. Array’s focus was to bridge the accounts from marketing activities to direct contact with sales. 

With this in mind, Mojo saw that the best way to raise awareness and engage their target accounts was through advertising, case studies, a workshop series, a blog series, downloadable resources, a pillar page, and an advisory board.

Awareness & Engagement Content

Mojo aligned specifically created content and advertising to various stages of the buyer’s journey prior to sales involvement. The content was designed around building awareness of the problem many Life Science companies face around content engagement. Below is the content, delivery methods, and stages of the buyer journey that target accounts walkthrough in this ABM campaign.

Account Stage Content Ad Delivery Description

TARGET
(AWARENESS)

Ebook (Ungated)

Animated Ad using Terminus

OBJECTIVE: Engage Activated accounts with ungated offer

 

CONTENT OVERVIEW: 

  • We should consider sending to a separate landing page instead of the pillar page as not to overwhelm our audience 
  • Conversion Path

TARGET
(AWARENESS)

 Content Engagement Case Study

Animated Ad using Terminus

OBJECTIVE: Serve fresh content accounts. To get accounts to Engage, we want to showcase how Array can increase content engagement for Life Science companies

ACTIVATED
(AWARENESS TO ENGAGED)

 Content Engagement Webinar

LinkedIn Ads

OBJECTIVE: Engage Target Accounts on a different platform with relevant content

ACTIVATED

 Covid Variant Checklist

LinkedIn Ads

OBJECTIVE: To serve content to Target Accounts that will help the Array sales team with their conversations

ENGAGED

What is Content Engagement Pillar Page

Terminus Display Ads

OBJECTIVE: Serve content our engaged audience can deep dive into

mml-ary-campaign-overview

 

Target Account Reengagement

Once an account became aware of the problems they were having around content engagement, the goal was to reengage the accounts to return to learn more about the solution Array specifically offered. So, based on the pages visited, accounts were served different retargeting ads to match their stage of the buyer’s journey.

ary-what-is-content-engagement-terminus-970x250B

 

guide-mockup

By presenting content assets like workshop replays, downloadable content offers, and case studies based on website engagement, Array saw a continued increase in engagement and opportunities entering the pipeline.

Results

As a result of the combined efforts from an educational awareness perspective, strategic target account engagement, and a dedicated effort between marketing and sales, Array saw 35 of the 248 target accounts enter into the pipeline from October 2021 to January 2022. Those 35 accounts have generated $6,672,731 in pipeline. Of the 35 accounts, 34 have already closed, resulting in $5,731,579 in revenue.
 
 

35

Accounts

97%

Close Rate

$5731579

in Revenue

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