The shift to ABM did not happen overnight. Fenergo launched its first ABM pilot in early 2019 and quickly realized it needed better control and visibility into its data. Working together with its partners Blueprint Partners & Digital PI, they overhauled the project, incorporated analytics into Fenergo’s ABM approach, and optimised the company’s use of Marketo.
It was a steep learning curve, but with the right pieces in place, Fenergo soon gained a clearer picture of its campaigns and marketing activities. More importantly, Coughlan and his team could see whether customers were getting the information they needed and be more targeted in their outreach.
“Prior to the introduction of Marketo like many B2B brands, we shared similar content with many of our customers and prospects depending on general classifications. Marketo allowed us to personalise the experience, define clear audience segments / lists and to target customers with relevant content, which has been a game-changer for our team,” said Geraldine Flynn, ABM Manager, Fenergo.
Indeed, account-qualified leads at Fenergo jumped 48 per cent between 2016 and 2019, and lead volumes increased by an impressive 546 per cent. The transition to ABM also sped up lead conversions, cutting the average time to close a deal in half from 24 months to just 12 months.
“Our customers need to act fast, which means we need to help them make decisions quickly,” says Coughlan, “We don’t chase MQLs, which are better suited to long-lead sales processes. Instead, we focus on driving AQLs and delivering results right away, which benefits both Fenergo and the clients we work with.”