The Customer
Seattle-based research firm, PitchBook, provides access to comprehensive data and insights on the evolving financial markets. More than 45,0000 customers worldwide rely on PitchBook for its central, easy to use platform that provides access to the broadest and more powerful collection of data and insights on venture capital, private equity, M&A and public equity markets.
The Challenge
PitchBook wanted to drive demand, build pipelines for sales and customer success, and enhance their digital marketing efficiency—all to deliver highly personalized messages, enable faster and more efficient buying journeys and build stronger relationships and trust with customers. By teaming up with RollWorks, they fine-tuned their ABM strategy, leveraged organic traffic to boost their efforts, and accelerated growth. This partnership has enabled PitchBook to connect decision makers with the most relevant insights, helping them make smarter investment and business decisions. Here's how it all went down:
Strategy & Approach
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Personalized Ads & Smarter Targeting:
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They shifted their ad focus from broad, general content to ads that speak directly to their product’s value and impact, even personalizing the ads with account names.
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Instead of casting a wide net over 10K accounts, they streamlined down to a priority list of A and B high-fit accounts. This laser-focus cut down the Cost Per Click from $29 to $18 in just 15 days!
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Boosting Demand Generation:
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Launched targeted ad campaigns with a smart delay on sales assignments to make sure they targeted cold prospects effectively.
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Kept their eye on account targeting before any assignment and continued display targeting for a full 30-day cycle to build up awareness and keep prospects engaged.
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Pipeline Acceleration Campaigns:
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They didn’t wait around—they targeted priority open opportunities and made sure they were always engaging the buying committee.
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Rolled out consistent nurturing of outbound prospects to convert leads faster by maximizing touchpoints with decision-makers.
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A Full-Funnel Marketing Approach:
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Mixed up their use of SEM, display, social, and email to enrich leads, nurture accounts, and support SDR research and discovery.
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Aimed to build awareness among potential leads who hadn’t shown intent yet—making sure no stone was left unturned!
"Partnering with RollWorks has been transformative for our go-to-market strategy, elevating the way we connect with the right audiences. They’ve gone beyond being a vendor to becoming a strategic adviser, providing data-driven insights and ABM expertise that have been invaluable in driving our success. Most importantly, this partnership enables us to deliver even greater value to our customers by ensuring we reach and engage the right decision-makers with the product education they need to ultimately choose PitchBook."
— Paul Stoddart, CMO, PitchBook
The Results
Impact on Sales & Pipeline
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14.94% Faster Sales Cycle: Deals influenced by ads closed significantly faster than those that weren’t.
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24.32% Higher Win Rate: Ad-influenced opportunities had a much better win rate.
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36.85% Higher Average Deal Size: Influenced deals were way bigger compared to those not impacted by ads.
Influence Criteria: To be considered "influenced," an account had to have at least 15 ad impressions and either 1 ad click or 1 conversion. This led to 31.87% of their closed-won pipeline coming from these ad-influenced opportunities.
Accelerating Pipeline
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Marketing-influenced accounts booked demos 2 days faster.
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The average deal size for influenced opportunities was 37% higher.
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Their campaigns boosted efficiency and performance across the board, proving just how powerful ABA can be.
PitchBook nailed their strategy, driving demand and engagement across key accounts and accelerating the sales cycle to hit their goals.
