From the course: Account-Based Marketing Foundations
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Case study: Measure the B2B funnel
From the course: Account-Based Marketing Foundations
Case study: Measure the B2B funnel
- Now, I'm going to tell you about a company called Masergy, and how they overcame their acquisition challenges by adopting an account based marketing approach. Masergy is a software solutions company for enterprise, global networks, cyber security, and Cloud communications. They were generating plenty of leads, but not every lead was interested in their solution. Their goal was to improve efficiency of their customer acquisition funnel by driving more sales qualified accounts, or SQAs. In addition, they also expected to see an increase in the number of connections with a decision maker or influencer from their target accounts. They call this account penetration. Now, it's important to note that at Masergy, their sales reps focus on about 20 high value accounts for a period of six to 12 months, and their business development reps, BDRs, manage about 50 accounts per quarter. This set up allows them to focus on high value accounts with personalized experiences, instead of usual batch…
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