How Auditoria’s small marketing team saw big wins with ABM

June 17, 2021

Case Study Overview

The customer

Auditoria is an AI-enabled software platform that helps modern finance teams accelerate transformation by dramatically improving their cash flow performance. 

The challenge

As a brand new company in a budding market, aggressive inbound marketing efforts did not make sense. Auditoria couldn’t rely on people looking for them, they had to find and secure customers. 

The payoff

In 5 months, their ABM program saw: 

93% of TAL was reached  

59% of TAL accounts reached visited the site 

31% of TAL account visitors became engaged

208%  increase in the number of engaged TAL accounts

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The customer

Auditoria is an AI-enabled software platform that helps modern finance teams accelerate transformation by dramatically improving their cash flow performance. With 200+ customers and a recent $15.5 million Series A round, Auditoria is rapidly growing in its emerging category. 

The challenge

When Nick Ezzo joined Auditoria as the company’s first VP of Marketing in early 2020, he knew that relying solely on inbound wasn’t going to cut it as a marketing strategy. That’s because Auditoria is creating a new kind of software that buyers aren’t necessarily looking for—yet. To support the company’s aggressive growth goals leading up to their Series A raise, Nick and his small team of contractors and interns set out to create and validate Auditoria’s target account list and go out and get in front of those accounts.

In Nick’s own words, “SEO can’t sustain a new business if there’s limited search around your solution. And if people don’t know your product exists, they don’t know yet whether they need it. As a brand new company in a nascent market, investing heavily in inbound doesn’t make sense for us. At any given moment, only a fraction of people are looking for finance automation or AI in finance—so until people come looking for us, we have to go looking for them.” 

The SOLUTION 

Nick and the team leverage their martech stack to the fullest to identify and engage their target accounts. For Auditoria, this means companies of a specific size in the software and services industries using one of a few financial software platforms. With tools like RollWorks, LinkedIn, ZoomInfo, and others, the team collects, augments, and cleans data to find the best-fit accounts for their business. They then use HubSpot (their marketing automation platform) and Salesforce (their CRM) to route, score, and automate activities around this data, and a full suite of engagement platforms to reach these accounts across channels.

“For companies in budding markets, the most efficient path to building brand awareness isn’t with inbound. It’s with targeted account awareness campaigns.”
- Nick Ezzo, VP of Marketing

With a clearly defined target list of about 15,000 accounts, Nick decided to take a rotating approach to his programs. Rather than trying to go after all 15,000 accounts at once, he aligned with the small-but-mighty sales team to pick 100-150 companies at a time and surrounded them with outreach and air cover for 90 days before moving on to the next set of 100-150 accounts. The shared goal for these 90-day pushes was simple: book the first meeting.

This alignment and focus enabled the marketing and sales teams to swarm a set of accounts in unison, maximizing the impact of each channel thanks to the lift that the others provided. While marketing ran display & social ads, hosted webinars, and promoted content to this target account list, sales did SDR outreach and looked for warm intros into that same list of accounts.

Auditoria has used RollWorks display advertising and LinkedIn ads (via the RollWorks-LinkedIn connector) to grow awareness among target accounts early in their journey (unaware or engaged stage). They also use RollWorks to serve ads to accounts with open opportunities — helping them reach unknown members of the buying committee with content that can accelerate deals in progress. 


THE PAYOFF 

With RollWorks display ads, the Auditoria team reaches 93% of their target account list (TAL), with 59% of those reached visiting the website. 31% of those TAL account visitors became engaged, leading to a 208% overall increase in the number of accounts from their TAL engaged with their brand. Auditoria also sees high click-through rates from their LinkedIn Connector campaigns (up to 3.8% CTR) that they set up through RollWorks.

Furthermore, Nick and the team have observed a performance lift across other marketing channels when they run account targeting campaigns with RollWorks. For instance, they see improvement in email open rates, website engagement, form fills, and SDR connect rates with the accounts in these account-based campaigns. 


 

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