Dasha Ivanova
Head of ABM · Influ2 LinkedIn
Key takeaways
- 12:20The 'New Reality' campaign achieved 581% ROI, engaging 183 accounts, reaching nearly 7,000 decision makers (close to 60% at C, VP or director level), producing 25 demos and nine direct conversions, with closed deals including Cisco and Sumo Logic.
- 6:13The campaign ran in three orchestrated stages: top-of-funnel display and social ads with individual engagement tracking passed to SDRs, mid-funnel air cover personalized to each SDR's outreach, and bottom-of-funnel one-to-one campaigns per account.
- 4:12Vertical targeting focused on audiences most challenged by COVID: software companies that lost in-person events, pharma companies reliant on offline channels, and accounts that already ran ABM programs.
- 9:16One-to-one campaigns like the customized Autodesk T-rex creative require deep account research — the research phase is by far the biggest time investment, and a five-minute conversation with an AE can spark the campaign idea.
- 15:25Not every idea you believe is brilliant will actually work — set it aside and look for another way or another message to reach the account.
Questions Dasha Ivanova answered
Two goals: inform B2B marketers that Influ2 could target buyers and buying groups even while they worked from home, and demonstrate the platform's value by giving the target audience a personalized experience of how Influ2 actually works.
Gartner Symposium | Adapting our ABM program to the ‘New Reality’ to achieve a 581% ROI1:07
Analysis identified verticals most challenged in reaching their audiences due to COVID: software (core audience that lost in-person events), pharmaceutical companies (traditionally reliant on offline channels), and accounts with existing ABM programs — the best-fit audience for Influ2's granular targeting.
Gartner Symposium | Adapting our ABM program to the ‘New Reality’ to achieve a 581% ROI4:12
Three stages: TOFU display and social ads with per-contact engagement tracking, with engaged contacts passed to SDRs who crafted personalized sequences with videos, case studies and memes; a MOFU campaign air-covering each SDR with content matched to their personality; and BOFU one-to-one campaigns once a meeting was booked.
Gartner Symposium | Adapting our ABM program to the ‘New Reality’ to achieve a 581% ROI6:13
Research is by far the biggest time investment — but once you clearly understand what an account does, the creative idea to promote the product follows.
Gartner Symposium | Adapting our ABM program to the ‘New Reality’ to achieve a 581% ROI10:18
Through constant communication — AEs provide meaningful insights from their customer conversations, and sometimes a five-minute conversation with an AE is all it takes to spark a campaign idea.
Gartner Symposium | Adapting our ABM program to the ‘New Reality’ to achieve a 581% ROI11:19
In Dasha Ivanova's words
“Sometimes you can come up with the idea for the campaign just by talking with an AE for five minutes. That's all it takes.”
Gartner Symposium | Adapting our ABM program to the ‘New Reality’ to achieve a 581% ROI11:19
“What I've learned for sure is that not every idea that you think is really good would actually work.”
Gartner Symposium | Adapting our ABM program to the ‘New Reality’ to achieve a 581% ROI15:25