Case study · Portrait · Quantum Metric
ABM from scratch, and deals closed 30% faster
Quantum Metric had almost no ABM. An account list built with the sales team, a first LinkedIn campaign, and cost per lead down 25% from the start.
Digital experience analytics platform · United States
Where it started
Leads, but not at the accounts that mattered
Quantum Metric had almost no ABM. Marketing reached broadly, leads fell short, and deals took their time.
Before launching anything, we reviewed Quantum Metric’s marketing and sales: who buys, who decides, where opportunities stalled.
With the sales team, we defined the target accounts and, within each, the people to reach: decision-makers, influencers, future users.
The account-based approach
An account list, then a first LinkedIn campaign
LinkedIn was the main channel. Messaging and creative spoke to each account’s problems, and the first campaign on the list got the top accounts engaging straight away.
Built with the sales team, on company size, sector and the tools already in place.
Messaging and creative written for each target account’s needs, not for a sector in general.
Every campaign tuned on the results of the last one: targeting, messaging, creative.
What came next
A team that took over
The program took hold so well that Quantum Metric’s team could run it themselves. We stayed on as the partner they call for new projects.
« The ABM programs MyDigipal put in place helped Quantum Metric identify and focus on the most valuable target accounts. We had refreshingly better lead quality and higher conversion rates. We were able to accelerate the deal closing process by 30%! »
What you can take home
Three rules for a first ABM program
Understand who buys and where deals stall before writing the first ad.
They know which accounts are worth the effort. The list comes from them, not from a tool.
A good program can be taken over by the in-house team. That is the sign it is clear.
Frequently asked questions
What people ask us
Which channel should ABM start on?
The one where your decision-makers are and where you can target a list of companies. For Quantum Metric, that was LinkedIn.
How long before the first results?
At Quantum Metric, the very first campaign on the account list cut cost per lead by 25% and lifted click-through rate by 60%.
What would it look like for your dealerships?
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