Case study: Account Based Marketing for Alveo - Invalshoek

Alveo is a leading international company specialising in providing software and managed services to major financial institutions, including banks, insurers, exchanges and asset managers. They were looking for a way to improve the impact of their marketing efforts and focus on their key target accounts to further strengthen their market position. To achieve these goals, they chose an account-based marketing approach.

Table of contents

• About Alveo
• Challenges
• Solution
  • Step 1: generating leads at target accounts
  • Step 2: leveraging marketing intent data
  • Step 3: creating personalised content
  • Step 4: advanced activation strategy
  • Step 5: sales and marketing alignment
• Results of ABM for Alveo

About Alveo:

Customer: Alveo
Location: Head office in London, UK
Industry: managed services and Data-as-a-Service for large financial institutions

Challenges

Alveo faced several complex challenges inherent to operating in the competitive world of financial software and data management services for large institutions.

1. Insufficient contacts at key target accounts: the target accounts were sharply defined, however, there were insufficient leads and contacts at these accounts.
2. Unclear which target accounts are in-market: it was unclear which of the target accounts are now looking for the solutions Alveo offers
3. Activating target accounts: it was difficult to send targeted and relevant messages to the right decision-makers within these target accounts.
4. Data insight for sales and marketing: marketing and sales did not have sufficient mutual understanding of each other's data to make effective use of it.

Solution

Invalshoek, a leading marketing agency, suggested implementing an account-based marketingstrategy using RollWorks and HubSpot.

Stap 1: generating leads at target accounts

By using RollWorks, Invalshoek was able to conduct an in-depth analysis of Alveo's potential customers. Using these advanced tools, Invalshoek was able to filter target accounts based on specific criteria, such as the potential revenue each account could generate, the industry they operate in and the location of the company. This enabled Alveo to focus their marketing efforts on the accounts that had the most potential, allowing them to use their resources more efficiently and achieve better results.

By using these advanced tools, Invalshoek was also able to gain insight into the specific needs and challenges of each target account. This enabled Alveo to create personalised marketing and sales messages that matched the needs of each account, increasing the likelihood of successful conversions.

Step 2: leveraging marketing intent data

To determine which accounts were in the market for Alveo's solutions, the marketing team used valuable marketing intent data from Bombora and RollWorks. This data provided insight into the behaviour and interests of potential customers, allowing Alveo to target more effectively and deploy their marketing efforts.

In addition, Cognism was used to supplement the data from target accounts in HubSpot. By using Cognism, Alveo was able to enrich the information on their target accounts, giving them a more complete picture of their target audience. This additional data enabled Alveo to segment even more specifically and create personalised marketing and sales messages that matched the needs and interests of their potential customers.

By combining marketing intent data from Bombora and RollWorks and supplementing data using Cognism, Alveo was able to take a smarter and more data-driven approach in their account-based marketing strategy. As a result, they were able to focus their marketing efforts on the most relevant accounts and increase the likelihood of successful conversions.

Step 3: creating personalised content

Using HubSpot, Invalshoek worked with Alveo to develop personalised content that perfectly matched the specific needs of each target account. Using the marketing automation workflows in HubSpot, they were able to ensure that the right content was sent to the right contacts at the right time.

Invocation understood that personalisation was essential to increase engagement with target accounts. The marketing team therefore created content that specifically addressed the challenges and needs of each account. Whether it was informative blog posts, case studies or white papers, Invalshoek ensured that each piece of content was relevant and valuable to the recipient.

This personalised approach made the target accounts feel understood and valued. It strengthened the bond between Alveo and their potential customers, significantly increasing the likelihood of successful conversions.

Step 4: advanced activation strategy

To further increase engagement with target accounts, Invalshoek implemented an advanced activation strategy using RollWorks and HubSpot. Besides sending personalised emails to leads at accounts that showed interest, they also used retargeting on social media and display ads.

With retargeting on social media, they were able to reach target accounts again and show relevant content on platforms such as Facebook and LinkedIn. This strategy allowed them to increase awareness of Alveo and retain the interest of potential customers.

They also used display ads to increase engagement with target accounts. These ads were displayed on websites that were relevant to Alveo's target audience. Through attractive visuals and catchy text, they were able to attract attention and entice potential customers to click further.

By applying this advanced activation strategy, Invalshoek ensured that the target accounts remained in constant contact with Alveo. This not only increased engagement, but also the likelihood of conversion. After all, the target accounts were already familiar with Alveo and were previously interested in their solutions, increasing the likelihood that they would eventually become customers.

In short, by using personalised emails, retargeting on social media and display ads, Invalshoek increased the engagement of target accounts and increased the likelihood of successful conversions. This advanced activation strategy contributed to the success of Alveo's account-based marketing strategy.

Step 5: sales and marketing alignment

To improve cooperation between the sales and marketing teams, Invalshoek set up dashboards in HubSpot in which both teams could see their progress and findings. This led to better coordination and efficiency in following up leads and closing deals, as well as to better steering information for Alveo's management.

Implementing these dashboards in HubSpot allowed Alveo to streamline communication between the sales and marketing teams. Through real-time updates and shared insights, both teams were able to work closely together and align their activities. They could track lead progress, share key information and develop strategies to target potential customers more effectively.

The dashboards also allowed the teams to easily provide feedback and collaborate on improving marketing and sales activities. They could analyse the results of various campaigns and initiatives and, based on this, develop new strategies to increase lead engagement and close deals faster.

This improved collaboration and efficiency between the sales and marketing teams allowed Alveo to be more responsive to the needs of potential customers and align their marketing and sales efforts more effectively. This allowed them to follow up leads faster, close better deals and ultimately increase their revenue.

‘Through sound knowledge of account-based marketing, Invalshoek has enabled us to make our marketing function more effective and bring the right content to the attention of the right audiences. This has resulted in a sharp increase in both visibility and new leads.’

Martijn Groot
Chief Marketing Officer, Alveo

Results of ABM for Alveo

Thanks to the implementation of this account-based marketing strategy using RollWorks and HubSpot, Alveo realised significant improvements in their marketing performance:

1. Fuller sales pipeline: Alveo saw significant growth in their sales pipeline by focusing on the most valuable prospects within their target accounts.
2. Improved engagement: Personalised activation significantly increased engagement with target accounts.
3. More efficient collaboration: More effective sharing of data and account insights ensured better follow-up with sales from marketing initiatives.
4. Data-driven insights: RollWorks and HubSpot provided valuable insights and data that allowed Alveo to continuously optimise their marketing strategy.

“The collaboration was very enjoyable and productive due to the combination of knowledge of digital marketing methods and a pragmatic approach that allowed us to make great strides quickly.”

Martijn Groot
Chief Marketing Officer, Alveo

Invalshoek's expertise in account-based marketing and use of RollWorks and HubSpot have helped Alveo strengthen their market position and achieve growth in their target market. As a result, they now continue to benefit from a steady stream of quality leads and continue to exceed their business goals.