How $3M in generated pipeline fueled an eventual acquisition

Client: Parsable
Industry: Enterprise Software
Services Provided: ABM Strategy and Execution

Problem

Scaling ABM Effectively with Limited Resources

Parsable faced significant challenges in its ABM efforts due to a lack of bandwidth and internal resources. The team members who previously managed its ABM initiatives were no longer with the company. As a result, Parsable struggled to maintain its marketing functions and needed assistance to move forward with special projects and general messaging.

“We just did not have enough bandwidth to ideate and come up with plans to go to market. People who had previously been running our ABM were no longer there. We needed some assistance to just get some specially targeted messaging, but also special projects off the ground."

Goals

Develop and refine targeted messaging

• Ensure that Parsable's messaging resonates across all channels, webpages, emails and touchpoints.
• Incorporate feedback from the sales team to adjust and improve the messaging points based on features and benefits to incorporate to drive interest from new potential customers.

Provide additional resources

• Perform gap analysis to identify business opportunities by highlighting areas of underperformance or unmet needs.
• Provide playbook recommendations to close content and marketing gaps.
• Supplement Parsable's internal team with the necessary resources to manage and execute ABM initiatives.
• Reduce the procedural burden on Parsable’s team by taking over the execution of ABM tasks.

Quickly create and deploy content

• Define the campaign goals and metrics.
• Facilitate rapid content creation to maintain active marketing efforts.
• Ensure timely deployment of campaigns to capitalize on market opportunities.

By focusing on these goals, Scrappy ABM helped Parsable build a solid foundation for its marketing efforts, ensuring it was well-equipped to navigate its challenges and achieve its objectives.

“I really enjoyed working with Scrappy ABM. As far as my experience in working with third parties in marketing, Scrappy ABM is very approachable and extremely knowledgeable, but also just very good people. When dealing with marketing and business problems and how to solve them, their expertise really shines through. The people at Scrappy ABM are very trustworthy and just generally good people to work with."

– Steph Byce, Director of Demand Generation at Parsable

Solution

Scrappy ABM’s approach was focused on understanding Parsable’s needs and delivering solutions that required minimal procedural tasks from Parsable’s team.

The engagement was designed to be flexible and responsive to Parsable’s team's needs, offering strategic guidance and execution support to help them achieve their ABM goals.

Plans

Scrappy ABM began with an initial consultation to understand Parsable’s specific needs and challenges. They then developed a series of playbooks tailored to Parsable’s requirements. The playbooks included:

1. Comprehensive Initial Assessment

   Scrappy ABM began with a thorough assessment of Parsable's current ABM strategy, starting with consultations with key stakeholders at Parsable to gather insights and align on objectives, understand their target personas and identify gaps in their messaging and execution.

2. Development of Tailored Playbooks

   Based on the initial assessment, Scrappy ABM developed a series of customized playbooks that were designed to provide clear, actionable steps for each stage of the ABM process, from targeting and messaging to execution and measurement.
   
   The playbooks included:

   • • Messaging Pivot
       Transitioning from a focus on data collection to highlighting digital transformation benefits, which better addressed the needs of their target audience.

     • Campaign Development
       Creating a suite of marketing assets, including landing pages, email sequences, smart CTAs, and ad campaigns aimed at boosting general awareness, content engagement, conversion, and account expansion.

     • Sales Enablement
       Developing outbound sequences, call and voicemail scripts, and other sales tools to ensure the sales team could effectively leverage the new messaging and engage with prospects.

3. Hands-On Implementation Support

   Scrappy ABM provided end-to-end implementation support, effectively becoming an extension of Parsable’s marketing team. This included setting up campaigns, managing targeting and list formation, and handling all technical aspects of execution optimized for performance and aligned with Parsable's overall marketing strategy.

4. Regular Strategy Syncs and Adjustments

   To maintain alignment and adapt to any changes, Scrappy ABM conducted regular strategy syncs with Parsable. These weekly meetings allowed both teams to review progress, assigned tasks between the two teams, make necessary adjustments, and ensure that all initiatives were on track. Scrappy ABM also developed contingency plans to address any potential delays or issues on Parsable's side, ensuring continuous forward momentum.

5. An Agile Approach

   Throughout the engagement, Scrappy ABM maintained a flexible and empathetic approach, recognizing Parsable's internal challenges. This included offering to pause projects if needed and always being ready to adapt strategies based on real-time feedback and evolving needs.

Results

Generating new interest and opportunities was vital out of the gate. With new Parsable products and landing pages site launched, the conversion experience and early results enabled the sales team to build awareness and generate a pool of qualified prospects they could reach out to.

Regular check-ins and ongoing support ensured the team could follow through with the plans and address any arising challenges.

The collaboration resulted in several positive outcomes for Parsable:

• Content audits, customer journey mapping,  and sales-led message revisions increased pages per session and overall engagement rates on blog posts and product pages.
• The combined team efforts approach allowed for quicker deployment of campaigns, minimizing downtime, and maximizing go-to-market
• The regular check-ins and continuous support ensured that the ABM strategies were well-integrated into Parsable’s existing marketing efforts.
• Regular gap analysis and marketing audits allowed Parsable to focus efforts on product development, product improvements, and other operations while marketing efforts were recognized and ongoing. 
• $3M in pipeline was generated at an 11% close rate, totaling $330K in revenue within 6 months. This 7.5X ROI fueled a subsequent acquisition. 

Grow Your Brand and your Business with Account-Based Playbooks

At Scrappy ABM, we understand that every organization has data flowing through its systems. The challenge is knowing how to activate this data to provide the right message to the right person at the right time. This is where Scrappy ABM can help.

With proven processes and strong partnerships with Sales, Customer Success, and Partnerships teams, we can craft repeatable ABM plays that you can run weekly or monthly. 

Whether you're looking to launch new ABM campaigns or enhance existing strategies, we work with you to create compelling playbooks that resonate with your target audience. We specialize in crafting targeted messaging that highlights your brand's unique value proposition, ensuring your ABM campaigns stand out in a competitive market.

With our proven track record of helping clients like Parsable combat limited marketing resources and succeed in their ABM marketing efforts, you can trust Scrappy ABM to deliver ABM playbooks that drive results.