Case Study Overview
Goverlan sells customer remote support software (not traditional SaaS deals) with short sale cycles.
As a growing company that has traditionally sold to SMBs, Goverlan needed to target higher-value deals in order to hit their aggressive revenue goals. To do, Goverlan's nimble, two-person marketing team had to take an account-based approach.
Within 13 months, Goverlan saw:
40-50 new demo requests per week
Generated revenue 15x the initial investment cost
95% of closed/won deals influenced by RollWorks
A Leader in Remote IT Support
Goverlan is a leading provider of remote IT support solutions. They make it easier for system administrators, help desk technicians, and engineers to manage all aspects of IT support in real time. A privately-held company with 25-50 employees, Goverlan uses RollWorks in conjunction with its existing HubSpot inbound program to continue growing a client base that spans more than 110 countries and 17 industries. desire to go beyond traditional inbound to an account-based approach.
Breaking into larger accounts
As a growing company that has traditionally sold to SMBs, Goverlan needed to target higher-value deals in order to hit their aggressive revenue goals. To do so, Goverlan’s nimble, two-person marketing team had to take an account-based approach.
“We had been looking to land larger deals, but it was still mostly high-volume contracts,” said Britt Davies, VP of Marketing. “To go upmarket, we knew we had to start targeting full buying committees in those larger accounts. We needed to hit multiple stakeholders with the same campaign.”
Because the marketing team had no sales prospecting support, however, it needed to provide air cover all on its own. “Without SDRs, I had to find a way to get us known in target accounts, so that when the demos did come in, the handoff to the sales team wasn’t completely cold.”
Finally, Davies’s team was looking to find a reliable way to convert free-trial customers into paid accounts, a lingering obstacle well suited for an account-based approach.
Running ABM in conjunction with traditional inbound marketing
Despite having just two members on her marketing team, Davies found powerful ways to leverage HubSpot and RollWorks together. “I use HubSpot data to run targeted ad campaigns based on awareness level,” she said. From there, Davies implemented a scoring mechanism, which allowed her to then sync over different audiences into RollWorks for more account-based campaigns.
“We’re starting to see some success syncing over our marketing-qualified lead list from HubSpot,” said Davies. “The 24-hour dynamic list syncing is a huge help. Our list of 277 accounts are automatically synced into RollWorks once the leads hit the marketing qualified threshold.”
Within the RollWorks dashboard, Davies can map her various ABM programs to the top, middle, and bottom of the funnel. She can also use RollWorks to map the content she builds for these audiences to the different stages of awareness (unaware, aware, and engaged). “The sales team helps me align content with how prospects evaluate remote support software—IT managers, help desk systems administrators, and so on.”
Achieving the right balance of quantity and quality
Since incorporating a RollWorks-supported ABM strategy, Davies and the Goverlan team have seen far better traction. “Things have changed since we started targeting accounts, as opposed to just contacts,” said Davies. “We’re generating 40-50 demo requests a week thanks to this happy marriage between our HubSpot inbound and RollWork ABM program."
The results are there. Within 13 months of launching RollWorks, the Goverlan marketing team has generated closed/won revenue 15 times that of their initial investment in the platform. Of those closed/won opportunities, 95% were influenced by RollWorks-supported ABM efforts. In addition, the revitalized retargeting program alone created 173 new conversions.
Beyond the bottom-line results, Davies has been pleased with the consultative support she has received from her RollWorks CSM. “It feels more like a partnership. I get quarterly product updates that are really well done. And I'm delighted to hear that RollWorks is integrating more with marketing tools. I keep HubSpot at the center of everything. So the more that I can use that for measurement to understand what's happening in my buying cycle, the better.”
Check out more information about our HubSpot integration here.