With the majority of revenue coming from Appen’s (APX: ASX) top 5 clients, their go-to-market goals were simple, diversify revenue away from these clients. To achieve this, they needed a demand generation strategy to drive new customer acquisition within the enterprise market segment.

Solution:

1. Working with the sales leader in the Americas territory, we used third party intent data to identify in-market accounts that fit the ICP.  These accounts were distributed to salespeople in the territory and reduced to a list of 200 primary target accounts.

2. A cross-industry, persona based, messaging framework was created for the sales team to enable SDRs to create outbound sequencing that utilized email, phone, and LinkedIn outreach.

3. A $65,000 budget was allocated to digital advertising campaigns that were activated across LinkedIn & display channels to raise awareness and generate leads.

4. Lead routing automation was established to ensure leads from these accounts, and known contacts who engaged with our content, reached the right salesperson for qualification.

5. A measurement system was created within Salesforce and Terminus to identify account engagement, leads, opportunities, pipeline, and closed-won revenue from this campaign.  

Results

Individually, both channels (Sales Outbounding and Digital Ads) did not result in opportunity creation within the accounts in this cohort. However, 36 of the 200 accounts came to our website directly or from organic braded search terms and completed our contact us form. These 36 inquiries generated $1.5 million in pipeline within the 6-month campaign flight.

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