goTransverse, a cloud-based billing solution for enterprise companies in IoT, media, utilities, cloud software, and more, was achieving accolades for their products but needed to create more market awareness and drive more leads, particularly in targeted verticals.
The company identified Software-as-a-Service (SaaS) as a high-growth opportunity segment for their business, and needed to define a programmatic method of ranking their top target accounts and driving demand within the vertical.
goTransverse engaged PMG for assistance with defining an Ideal Customer Profile (ICP) for SaaS, developing a ranking system by which they could create three tiers of potential target accounts, based on that ICP.
Our team developed a comprehensive ABM strategy and campaign framework—including the development of a model to “tier” their target accounts—and performed a full gap analysis of the company’s martech stack including the recommendation of solutions.
We continued on to develop compelling B2B content and collaborate with their team on the launch of a demand generation campaign that resulted in a 23% decrease in CPA by the second month of the program—showcasing the power of a sound ABM strategy and well-executed plan.
- Account-Based Marketing
- B2B Content Marketing
- B2B Demand Generation
- Marketing Strategy
- Messaging & Positioning
- SaaS Marketing
What We Delivered
From the development of an account-based marketing framework and martech stack strategy, to the creation of a comprehensive B2B content marketing and demand generation campaign, our team collaborated with the client to reach XaaS leaders at high-priority accounts.
ABM & MarTech Strategy
Developed an ABM strategy and framework, including identifying ideal customer profiles (ICPs); developing a model to qualify 3 tiers of target accounts; recommending content activities and investment levels; and performing a gap analysis of the MarTech stack, with recommended solutions.
ABM & MarTech Implementation
Collaborated with the goTransverse team to implement the recommendations within a pilot campaign targeting the XaaS vertical—gathering and analyzing key learnings to inform the strategy as it is expanded to include other verticals.
B2B Content Creation
Created compelling content for use in a multi-touch email campaign. Conceived the theme, developed the content, and produced the design for an infographic outlining the benefits of usage-based billing, and a brief outlining the steps to implementing a new billing platform.
Developed a campaign targeting XaaS leaders that included a premium content pieces, a custom content hub and digital ads. Conceived the theme, developed the content, and produced the design for digital ads, an infographic, tip sheet and overview brief.
From the Client
”PMG's first-hand knowledge of the B2B tech landscape was invaluable in driving our transition to an Account-Based Marketing strategy.Allison DancyVP Marketing, goTransverse
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