Webinar: Inside DiscoverOrg’s Growth Acceleration Strategy

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It’s amazing the things we can accomplish when we work together.

That’s why Campaign Stars partnered with Salesforce Pardot to host a webinar outlining the specific techniques and methods we used to quickly and practically implement a turn-key account-based marketing (ABM) strategy for our client DiscoverOrg, the leader in market intelligence data and one of the fastest growing companies with a staggering 5,000% revenue growth in less than 5 years.

Together, we shared some of the insights we’ve gained from actual experiences creating, executing, and reaping the rewards of effective, targeted ABM campaigns. Here’s how we created a turn-key ABM campaign for DiscoverOrg, plus a full quarter’s worth of content, in just two weeks, thanks to good data, good messaging, and good content working together.

Survey-Based Lead Generation

The most difficult part of the sales process is making initial contact. To open doors at prospect accounts and begin the dialogue with key stakeholders and decision-makers, we invited targeted marketing directors and CMOs to participate in this survey via our wholly owned research arm. Leveraging our data repository, we pulled a highly targeted list of these contacts based on specific segmentation criteria. We now had the first part of an impactful ABM campaign place: the right targets!

To optimize engagement, we fully managed an incentive program that offered respondents a small gift in exchange for their participation. Well, it turns out people love to share their knowledge and a little gift goes a long way! Folks responded in droves sharing priceless prospecting information about their pain points, their needs, their budget, their priorities, and their corporate plans, not to mention their up-to-date contact information.

DiscoverOrg had struck a gold mine.

Profile based engagement

With this unprecedented wealth of information at their disposal, we then created a series of highly-targeted prospecting scripts (email and phone), designed to speak specifically to the pain points we already knew existed for each contact based upon their responses. This led to a 300% improvement in response rates and appointments set as conversations where now couched in a prospect’s business needs vs generic messaging.

Your Proprietary Research Drives Campaigns That Resonate

But that’s just the beginning! Since we now had a significant quantity of what was the newest, most recent industry research available, we created dynamic, powerful content from it – a full quarter’s worth, in fact – and shared it with the rest of the industry! We designed and deployed eBooks, case studies, social media copy, and more sharing our information – information that was already driving 300% better engagement by itself. This is the second part of a successful ABM campaign: highly relevant content.

The Results

The results? Well, they’re a doozy.

In just two weeks, DiscoverOrg added 65 new marketing-qualified leads to its pipeline. Eight of those were immediately escalated to Stage 2+ opportunities, representing over a million dollars in potential revenue.

Plus, DiscoverOrg got a full quarter of its marketing strategy squared away in just a fortnight. Given that this content is based upon peer based research, DiscoverOrg has seen a 36% improvement in prospect engagement vs traditional content.

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WATCH THE FREE WEBINAR NOW, and learn more directly from DiscoverOrg’s CMO.

How DiscoverOrg Generated Qualified Leads while collecting Valuable Data

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DiscoverOrg, the industry-leading sales and marketing intelligence data solution, had several important questions that needed one big answer: how can we use an account-based marketing strategy to better optimize our campaigns and improve alignment with our sales team, while doing it quickly and affordably? With thousands of prospects to qualify and in search of a way to accelerate its sales cycle, DiscoverOrg didn’t just need a home run; it wanted a grand slam. That’s when Campaign Stars stepped up to bat.

Campaign Stars met with key stakeholders at all levels of DiscoverOrg to learn their specific brand insight, vision, and voice, then hit the ground running to generate fast results. Campaign Stars dove right in, creating a marketing trends survey targeted at 2000 of DiscoverOrg’s A-level prospects, generating dozens of responses within 24 hours and hundreds of valuable data points in the process. The survey also allowed DiscoverOrg to glean priceless insight into the needs and challenges of multiple contact points within each organization, perfectly equipping their sales team to proceed with the account-based strategy they wished.

The immediate and profound success DiscoverOrg enjoyed is hard to overstate. Within the first week, Campaign Stars had generated 65 sales-qualified leads (SQLs), with potent and relevant organizational information about each. To date, the survey has led to over $1 million in pipeline-projected sales. Further, an entire fiscal quarter worth of content based on the survey responses they received is set to launch, including an eBook, a trends report, several blog posts, and webinar to fuel DiscoverOrg’s account-based marketing strategy.

Client Profile

DiscoverOrg is the industry-leader in world-class sales intelligence tools that enable sales, marketing, and staffing professionals to identify the right prospects, establish context for the right message, and make contact at the right time.

Client Challenge

  • Enhance alignment between sales and marketing
  • Accelerate sales cycle
  • Improve lead quality
  • Rapidly develop account-based marketing content

Results

  • Generated 65 highly-qualified leads
  • Created $1 million in projected revenue
  • Gathered 800+ relevant data points about top leads

 

Marketing Survey Results Reveal 3 Main Impact Areas for Success

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Preliminary findings from a survey conducted on behalf of DiscoverOrg and Campaign Stars have revealed some surprising and illuminating results. The organizations sampled marketers, demand generation managers, and executives to learn the biggest and most common challenges to creating effective marketing campaigns. Due to unprecedented response and interest, the survey is being expanded, and you are welcome to make your voice heard by clicking the link below.

Share your story and let your voice be heard by taking the survey! You’ll receive a complimentary gift for your participation – TAKE THE SURVEY NOW!

The preliminary findings shed light on the fact that many organizations are facing the very same problems, over and over, regardless of size and budget.

Content is still King, but the Subjects are Restless

It is astoundingly clear that content creation remains the largest hurdle marketing organizations still face on the road to success, and that the move to account-based marketing models is necessitating a change in the traditional ways organizations create content.

The biggest issue facing marketers remains the challenge of creating compelling enough content assets. In plain English, marketers are plenty happy with their engines; they just don’t have enough fuel. As account-based marketing models grow in popularity (and for good reason), their very nature – personal, conversational, informative – has meant that the demand for good content has grown directly in kind. Even “large” marketing organizations with single-campaign budgets over $10,000 report that creating high-quality content quickly is their biggest challenge. Deep pockets and friendly budgets aren’t enough to fix this demand gen bottleneck; a better content creation model is needed.

Keeping the Content Train On Time & On Track

The second biggest challenge according to respondents is creating content frequently enough. Today, one well-written eBook is unlikely to be enough to walk a potential customer all the way from the moment of discovery to the finish line of a sale. It is an ongoing conversation, one that requires a continuing, uninterrupted cascade of content that allows you to lead your buyer along their journey. This is unsurprising; today, the average potential buyer is more than 50% complete with the buying journey by the time they make first contact with a salesperson. Buying cycles for some products & services are long and take months from discovery to purchase. Others, however, happen fairly quickly, and marketers cannot afford to find themselves handcuffed and hamstrung by their inability to keep up with the demands of modern account-based marketing. Again, even large organizations with seemingly all the resources in the world still find that their campaign velocity is too slow to effectively compete. Whether due to the collaboration and approval processes, or the task itself of designing good content, it’s clear that this particular space is ripe for innovation.

Who’s to Blame for Poor Campaign Performance?

Further, when asked, “What is your biggest challenge around increasing campaign performance?” the top response by far was “Database Integrity.” This makes all the sense in the world: without a reliably accurate set of market intelligence data, you may as well beselling waffles to a pancake. Abraham Lincoln famously said, “Give me six hours to chop down a tree, and I will spend the first four sharpening my axe.” A properly segmented database is like a sharpened axe; it increases the efficacy of your content exponentially. Indeed, the Direct Marketing Association reports that combining properly segmented market intelligence data with a fully optimized content stream leads to an increased conversion rate of 44-84%.

Share your story and let your voice be heard by taking the survey! You’ll receive a complimentary gift for your participation – TAKE THE SURVEY NOW!

10 Email Subject Line Best Practices

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 Hours spent on the perfect copy, the perfect call-to-action, a cool landing page. You couldn’t have done a better job. Then, you get the results. All of that work, and just a handful of people even read it.

So what contributed to such low open rates?

You can’t underestimate the importance of the subject line. It’s the first thing your recipient sees. It is what will ultimately determine if they will open, delete, ignore, or the dreaded – mark as spam – your email.

8 Quick Email Writing Tips

  1. Write fast. Because that’s how your enthusiasm and personality come through.
  2. Keep it short. Edit your emails with rigor. Long and unwieldy emails slaughter your readers’ interest. Challenge yourself to cut your text by half next time you edit.
  3. Ask questions. Imagine having a face-to-face conversation with your reader. You’d ask questions in that situation, wouldn’t you?
  4. Use the word you, not we. It’s one of the most persuasive words in the English language. 
  5. Add personality. Use words and expressions only you can use. Be human.
  6. Write short, strong sentences. Be to the point. And break high school rules.
  7. Highlight benefits. Don’t sell your product. Instead, sell the benefit it offers your customer.
  8. Show what readers will miss.  They want to avoid inconveniences and complications. Consider rephrasing the benefits of your offer as a problem you’ll help to avoid.