Albacross

Alpega Group Supports Sales Process with ABM & Intent Data Strategy

Learn how Albacross Intent Data and ABM Campaigns support Alpega Group to gain and act on website visitor insights across the customer awareness and consideration stages.

Josephus Ayoola

Digital and Growth Marketing Manager

Alpega Group is a leading global logistics software company that offers end-to-end solutions that cover all transport needs.

Objective

Deeply understand the companies interested in their business that they should reach out to to secure continued growth.

Result

Albacross Intent Data and ABM Campaigns support Alpega Group to gain and act on website visitor insights across the customer awareness and consideration stages.

Product

Intent Data & Account Based Marketing

Industry

Logistics Software

Location

Belgium & Worldwide

Employees

600+

What made you start with using Albacross?

“Data makes the difference!”

We have tested 11 different applications from around the globe. Albacross came out as best of class, offering the best best-performance ratio and the best quality of company identification.

We screened eleven different solutions, including products from software makers in India, the US, Canada, Germany, the Czech Republic and several products from the UK. We talked to all of them, by the way. Either on the phone or by e-mail. Finally, we decided to invest some money into testing and signed real contracts with two European companies that were able to identify a high number of companies. One of them was Albacross from Sweden. Ultimately this gave us the chance to test the two products for a longer period of time.

Have you seen any results from Albacross?

So what was the outcome? After doing a one on one comparison now for more than 8 months we can report that Albacross has identified roughly thirty percent more (!) companies than the competitive product.

How are you using Albacross today?

We have since started to propose Albacross to our clients, who trust us and expect us to only introduce high-performance digital tools, which are compliant to GDPR. The latest add-on by Albacross, an ‘opt-out’ link, underlines the GDPR-compliance of the tool.

This extension of the portfolio has already created a lot of new leads for us. If you are looking for an easy-to-use solution to identify leads and to grow your business, have a close look on Albacross … and if your company is based in Austria, Switzerland or Bavaria: give us a ring ;-) We are your regional partner to sign you up for a free demo.

About Appello

Appello Onlinemarketing was founded back in 2013 as an agency to supply Austria’s large market of small and medium businesses with digital marketing solutions. As we have been growing year by year (both on revenue and employees) we started to look into a lead gen & company identification tool in early 2019 to extend our portfolio.

1200

Marketing Qualified Leads

20%

Close rate on opportunities

11.700%

ROI from using Albacross

At Reply, a sales automation and engagement platform, the marketing and sales team is tasked with generating new business for the company.

Since Reply recognized only a small portion of website visitors were converting through their inbound streams, they knew they had an opportunity to convert more traffic and generate more qualified leads for their sales team.

William Oleksiienko, SDR Team Lead at Reply explains, ‘We took inspiration from Guillaume Cabane, former VP of Growth at Drift who has often spoken about ‘the dark funnel’ - the complexities of the buyer journey and the lack of data and insight available on where a prospect is in their journey. We needed to find a way to illuminate the dark funnel. And that’s when we discovered website tracking as a solution’.

William’s team knew that revealing information about their website visitors would present huge potential to generate more sales qualified leads from inbound leads that didn’t convert to MQL.

That’s exactly what Albacross does for Reply’s SDRs. They use the platform to:

Identify if their website visitors are relevant buyers Determine how much buying intent they have Optimize their outreach to make it more efficient, targeted and prioritized

Reply now identify 1200 marketing qualified leads and achieve a 20% close rate on opportunities to deals won. They are generating 60% of all their sales opportunities through Albacross which means they get 11.700% ROI from the platform. Thanks to the increase in MQLs identified, Reply have decided to dedicate one SDR, Ivan Torba, to solely prospecting Albacross leads.

Why Albacross?

High quality data

Albacross is able to give Reply’s SDR team accurate company information of the visitors on their website. They find details on industry, number of employees, revenue and the technologies that the company uses, to name a few data points.

Albacross maintains good quality data thanks to its proprietary company-to-IP address database. As the data is continuously mapped, Reply are able to identify companies on their site that many other platforms can not.

“We initially went with one of Albacross’ competitors. But it soon became clear that the quality of the data wasn’t sufficient. We were hardly receiving any leads at all. After trialling Albacross and finding the data quality much higher, we switched.”

Tagging and segmentation capabilities

Reply relies heavily on the tagging function in the Albacross platform— they tag de-prioritized leads and prospective leads and also use this function to put a time stamp on when to follow up (straight away or later). This enables them to keep track of follow-up activity.

‘We use a filter “Hot Untagged Leads” which excludes already tagged leads and segments based on activity data to show buying intent (you can see all the criteria in the screenshot below). We want to follow up on the leads which are showing high buying intent first — we define this criteria as two or more visits to the site or a pricing page view.

Those leads that hit the criteria are then further segmented and prioritized based on last visit and session duration data which helps us determine who we will reach out to first. This is a really important feature because we need to know which leads have spent a significant amount of time on our website so we can get in touch with them as quickly as possible’, Ivan says.

Once Ivan has determined buying intent, he assesses whether the lead fits their Ideal Customer Profile (ICP). Those leads which are located in the US, Canada and Europe, in industries such as computer software, IT technology, marketing and advertising agencies with 10-200 employees, are prioritized and tagged.

Outreach optimization

With the help of Albacross to determine which companies have visited Reply’s website, as well as provide them with additional information on those particular companies, they have been able to create an effective personalized 8-step outbound sequence. Through further contact prospecting and the use of their own sales engagement tool, they send leads from Albacross 5 automated personalized emails, 1 Linkedin touch, and 2 manual personalized emails.

An example of a personalized email used by Reply:

‘I now dedicate my entire schedule to prospecting Albacross leads. My time is much better utilized because I know these leads are hot— they have already visited our website. Rather than prospect 200-300 cold leads, I can prospect 100 warm leads. I send fewer emails, find fewer leads but still get the same results. It’s a game changer’, explains Ivan.

”We set a hypothesis that each of our sales reps would achieve 20 demos per month from Albacross. Our hypothesis was proven and we saw the ROI on Albacross almost instantly. We are avid users of the platform and invest much of our time and money to prospect leads we get from Albacross as it helps us generate 60% of our sales opportunities for our sales team.”

William Oleksiienko

SDR Team Lead

The Challenge: Accelerating Revenue for a New SaaS Product

Launched in 2018, QVANTUM enables businesses to be more efficient by optimizing corporate planning and avoiding the drawbacks of using Excel as a corporate planning tool. Their cloud-based software minimizes errors and increases the efficiency of corporate planning.

In 2021, QVANTUM wanted to increase sales velocity while scaling its demand generation efforts to support expansion plans. To achieve that, growing the sales organization and streamlining demand generation efforts turned into top priorities for the company.

Axel Pomper, Head of Demand Generation, looked into new channels and activities to help Qvantum achieve even higher conversion. It became clear that having robust first-party data platforms to build, match, and expand B2B audiences was crucial.

Intent Data: The Missing Piece for Improved ICP Targeting

Running brand awareness and account-based targeting campaigns has been an essential piece of QVANTUM’s demand generation strategy. They used to target companies that matched their ideal buyers (ICP) on Linkedin to generate more sales opportunities and brand awareness.

It was a blast – more companies visit QVANTUM’s website through LinkedIn advertisements. But higher website traffic doesn’t translate to potential revenue growth. QVANTUM needed to see which targeted companies visited their website, to continue engaging and nurturing them.

To achieve that, QVANTUM used Albacross Segments to quickly find out who, among their visitors, were their actual ideal buyers. They used different data points such as Location, Number of Employees, and Revenue to accomplish that.

To maximize the sales efficiency and help them target the key accounts faster, QVANTUM marched one step further. They are able to target the highest buying intent by monitoring the activity of their website visitors:

Nurturing campaigns also benefited from the real-time buying intent data of Albacross: now it’s easier to craft target campaigns or engage with potential buyers via sales for faster conversion. “Plenty of opportunities are coming — it's impressive”, Axel said.

” We can easily find warmer leads by monitoring how people visited our website. Let’s say they first went to the integrations page, then the pricing page, and lastly, the free account page, but didn’t convert. That’s the lead we’ll address with a higher priority. ”

Axel Pomper

Head of Demand Generation

Optimizing the Handover to Sales through Robust Integrations

Targeting a variety of ICPs with multiple decision-makers involved, QVANTUM knew closing deals could take long. They had to scale processes and automate the handover of high intent accounts to sales.

That’s one of the reasons why they chose Albacross over competitors: the fact that Albacross had robust integrations, especially with CRMs like Hubspot, which allows companies to automatically send new prospects showing intent on their website to sales. As Axel explained, they “looked into other intent data providers like 6Sense, but they didn’t have a strong Hubspot integration. That was a deal-breaker for us.”

By integrating Albacross into Hubspot

, they send new leads into their CRM automatically, which makes their outbound flow faster and smoother:

“We had a lot of traffic, but with Albacross, we could finally reveal ideal buyers on our website and their interactions with our pages. That was helpful for the outreach team — they knew exactly how to address the leads.”

QVANTUM was one of the first customers to test features related to Workflows, including being able to delay the export of lists into their CRM until they could “check for the high intent segment and prioritize,” as Axel explains.

“The number of qualified sales pipeline doubled since we started using Albacross, four months ago. Opportunities are in a promising stage and we’re excited to see the results. To stop using Albacross would be a total disaster at this point.”

Boosting Demand with the Support of a Customer-Centric Team

Intent data platforms and their integrations are incredibly dynamic and can be used in a lot of different ways. But they are only valuable if linked to a company’s specific goals.

Although Albacross is “user-friendly and easy to set up”, Axel believes the Customer Success Team was vital. “They were able to answer all my questions fast, providing a lot of information that helps to support other kinds of marketing innovation as well”, he said.

The brand awareness campaigns deliver impressions across the web to all stakeholders within the target accounts.

QVANTUM found the optimal way to get new opportunities faster and went beyond sole KPIs to measure the engagement and acquisition of ICPs. We’re happy to support their revenue objectives.

“There was a blind spot before we used Albacross. But within less than 24 hours of using it, the platform had already provided awesome insights into our website visitors. It will be crucial to help us expand beyond the DACH region into a global reach.”

Axel Pomper

Head of Demand Generation

Fueled by a Series B investment in 2019, the fast growing all-in-one spend management solution Spendesk saw a need to take care of its sales efficiency. The Growth team set out on a mission to build a seamless process to help its growing team of 40 BDRs achieve their targets of 500 opportunities per month to support pipeline generation for the company’s bold revenue targets.

Uncovering existing demand to support pipeline generation

The Growth team’s goals were to:

Increase the number of accounts allocated to the BDR team Reactivate and re-engage existing accounts in their CRM that are in-market Help the BDR team prioritize and leverage timing in their outreach

Thanks to real-time website visitor identification and granularity of the data, Albacross was the natural choice to achieve these goals. The Growth team was able to create workflows to enrich the data of new or existing accounts and push notifications to the right BDRs.

”As we have two quite different use cases: identifying new business leads and reactivating existing accounts, granularity of the data is really important. The more detailed and broken down the data can be, the more precise we can be with creating the necessary workflows with the relevant data points.”

Louis Uguen

Growth Manager

Creating a seamless workflow

To identify new accounts as well as recognize which existing accounts to re-engage, the Growth team has built a workflow that follows these simplified three steps:

A custom object is created in Salesforce containing the intent data from Albacross, such as pages visited, duration, and level of intent. The custom object is assigned to the right BDR owner according to rules of ownership.

Afterwards, the BDRs are directly notified in Slack with information about the account and the shown intent.

While the Spendesk Growth team is responsible for providing the data and setting up the process to get the insights in front of the BDRs, the BDR Team Leader ensures that the accounts are contacted with the right message and at the right time based on the interest shown by the account. Talk about alignment!

Strengthened sales efficiency

After implementing Albacross, the Spendesk team has noticed several advantages in their sales processes:

The BDR team can prioritize outreach towards those accounts that are showing a strong buying intent and are actually ready to buy. Albacross enables the BDRs with the insights when the accounts are in a buying mindset and allows them to leverage timing in their outreach! Notifying the BDRs of existing account activity allows them to re-engage with known qualified accounts at a time that suits their buying window.

As a result: Spendesk is increasing their sales efficiency by knowing which accounts to prioritize, when is the best time to reach out, and which are the low hanging fruit to pick!

Higher conversion rates and sales velocity

More importantly, every month, more than 500 new accounts from Albacross are allocated to the BDR team.

The conversion rate from contacting these accounts to creation of opportunity is approximately 33% higher than cold outbound leads!

On top of this, the time to convert from contact to opportunity is shorter with Albacross accounts than cold outbound leads, resulting in higher sales velocity.

”We received great training from the Albacross Customer Success team and it was easy to set up the segments and workflows. Today the most important thing is that we are happy and I think this is just the beginning - it takes time to see results but it is normal as it is a new process, a new approach, but in the end it pays off.”

Louis Uguen

Growth Manager

PayFit is a European SaaS solution to help business owners and HR professionals save time and money with their payroll and HR admin.

Mission to increase conversion and efficiency

The PayFit Growth team has long been committed to finding target accounts and prospects for its SDR team’s outbound efforts and has been happy with the technical perspective of how the two are sourced.

However, despite working hard making phone calls and sending personalized messages via email and LinkedIn, the SDR team struggled to book as many demo meetings as they hoped.

Simply put, it was hard to match the accounts’ buying window and be relevant. As a result, the conversion rates suffered.

To increase conversion and efficiency, in Q1 2021 the PayFit team decided to launch an Intent Signals project. That is when the Growth team found Albacross Intent Data to support their objective.

”Usually our conversion rate is at about 6%, and with accounts enriched by Albacross Intent Data, we can get 11% conversion rate, which is huge!”

Gauvain Thery

International Growth Accelerator Manager

Intent Signals to focus on in-market accounts

The idea with the Intent Signals project was to add specific signals into the outbound processes and help the SDR team focus on the right accounts at the right time.

Not only would PayFit uncover potential new accounts from their website visitors, they would also enrich their existing accounts in Salesforce CRM. This would help the team understand which of these accounts are showing intent and are in the buying window now.

While all ideal buyers visiting the website are low-hanging fruit, to maximize efficiency it is vital to prioritize the highest intent and determine the perfect outreach approach. With this in mind, PayFit created different tiers of intent shown by new existing accounts alike.

Tier A+: Ideal buyers that have visited the pricing or demo pages and have not converted.

Tier A: Ideal buyers that have not visited the pricing or demo pages nor converted, but have engaged.

Tier B: Ideal buyers that have not visited pricing or demo page, converted, or engaged, but have spent 2+ min on website.

Tier C: Ideal buyers that have not visited pricing or demo page, converted, or engaged, and have spent less than 2min on website.

The strength of the intent signal determines the urgency with which the SDRs need to reach out to these new or existing accounts. For example, Tier A+ signals require immediate attention so that the buyers’ interest isn’t lost.

Taking the Intent Signals to the SDR team

To enable the SDRs to be quick and responsive, the Growth team created an automated workflow to notify their reps in the tools they use in their day-to-day. Isn’t it nice to achieve better results without the hassle of learning new software?

Apart from sending a direct Slack notification containing the name of the account and their top activity, a task to reach out is also created in Salesforce and Outreach. Nothing slips through the cracks, and the SDRs are ready to start meaningful conversations!

Albacross provides us crucial information on which pages accounts have visited, how long the visits were, and the number of visits, to name a few. Their Intent Data has become an important part of our Intent Signals project.

Gauvain Thery

International Growth Accelerator Manager

Higher conversion rates achieved

Thanks to the Intent Signals, insights into the specific needs of the accounts, as well as the knowledge of the right timing, the PayFit SDRs have seen an increase in their conversion rate from contact to demo meeting booked.

While the conversion rate for regular cold outreach sits at around 6%, accounts enriched with Albacross Intent Data have reached a conversion rate of 11%.

That’s 83% higher.

Utilizing existing resources like their website traffic and records in the CRM.

Intent Signals are there to stay and continue helping the SDR team perfect their timing and prioritization - and the Growth team is developing a training program to support the process.

”We are rebuilding a training program for onboarding our SDRs and Albacross is definitely going to be a part of it - how to use the Intent Data and leverage it in their outreach.”

Gauvain Thery

International Growth Accelerator Manager

Working with Albacross

Looking back on the journey between PayFit and Albacross, nothing would be as satisfying as it is now without the help of the Customer Success Managers – they helped the Growth team create the magic and customized segments that fit the vision of the Intent Signal Project.

”The setup and working together has been great. Our Customer Success Manager’s advice helped us optimize the intent tiering, which was such a good call to help us increase the conversion rates of our accounts.”

Omron is the global leader in the industrial automation business, automating production lines globally to make the lines more efficient and flexible in the variety of tasks they can perform.

To support this mission, Omron sells a wide portfolio of approximately 200,000 products globally, ranging from relays to sophisticated mobile and collaborative robots.

Given the wide product portfolio, the sales cycles differ dramatically for Omron. The relays are relatively quick and simple purchases, with many competitors offering similar products. The robots, however, are much more niched solutions, with sales cycles of up to 12 months and several stakeholder’s involvement in the buying decision.

Search for an Optimized Buyer Journey for Niche Industries

Driving demand to a product-focused website is not an easy task, and having a wide product portfolio makes it even harder.

Pim van Wetten, Digital Marketing Manager of Omron, and the marketing team need to:

Generate demand for all products on the website; Grow revenue from its two key industries - Food & Commodities and Automotive.

How can the marketing team ensure a personalized experience for their key industries without harming the overall demand for the full product portfolio?

Website personalization was the preferred strategy to pursue - it allows to work with the existing demand, yet gives the key industries an experience tailored to their specific challenges and interest.

Since most website analytics and personalization platforms are designed for B2C, Omron sought a B2B tool to identify and enrich their website visitors to further personalize their website.

Compared to Omron’s marketing automation solution which identified and enriched only 4% of their website traffic, Albacross identified 28%, building a solid ground for the following 3 use cases.

Ensuring a Tailored Website Experience

Albacross receives IP addresses from Omron’s website, identifies the account behind the visit, and returns firmographic data points to Omron.

The firmographic data points can then be used for website personalization.

Thanks to Albacross Website Personalization, Omron is able to send firmographic data points to the personalization software Personyze, where the marketing team has set up personalized experiences that are triggered based on predefined data points, i.e., industry.

Personalizing the website helps increase engagement through:

Lowering the bounce rate; Improving the key industrie’s session duration.

This ensures that the key industries can explore the product offering with efficiency and relevance, ultimately leading to higher conversion rates.

🎯 Thanks to the Albacross Reveal Script, Omron is able to personalize the website for its key industries: food and commodities, and automotive.

Enriching Ad Campaign Results with B2B Account Insights

Same as many other companies, Omron runs paid ad campaigns to drive more demand for its high-end products.

But for products like Mobile and Collaborative Robots, a broad audience reach - high impressions and more clicks - usually results in a higher ad spend rather than actual conversions.

Omron needs to use B2B metrics to see how its campaigns actually perform – Are their campaigns engaging the right accounts?

But Google Analytics, as a B2C tool, failed in providing these insights.

Albacross reveals the names, industries, and more firmographic data points of the accounts that interact with Omron’s paid ad campaigns. With this layer of insights, Omron is able to dig beyond the numbers to analyze and improve its ad strategy.

Thanks to a seamless connection to Google Data Studio, the marketing team is able to share reports of accounts that have interacted with their campaigns with their sales team.

The sales team can then craft messaging based on product interest to follow up with the accounts that have shown buying intent.

🎯 Omron gains deeper insights into its advertisement performance within Google Analytics. They now see which accounts interact with their campaigns - even if they don’t convert.

”We have built landing pages for the two primary campaigns that we run. We also know which product pages are associated with a certain product interest. We combine these two insights to see which accounts have been behind the visits to these pages and are showing interest.”

Pim van Wetten

Digital Marketing Manager

Engaging Key Accounts with What Interests Them Most

Omron has identified key accounts within its key industries - not only are these accounts a great fit for the higher-end products offered by Omron but there are also great opportunities for cross-selling later in the partnership.

With this in mind, Omron set out on an account-based analytics strategy, keeping a close track of the activity of two accounts:

A global player in the pharmaceuticals industry A global player in the automotive industry

Through the Albacross-enriched Custom Dimensions, Omron has created dashboards within Google Analytics to monitor the activities of their key accounts over time.

The insights of the accounts’ activities - visit frequency, whitepaper downloads, page visits, etc. - are compiled into reports via Google Data Studio.

These reports are shared with the global and local Account Managers, tailored with the necessary insights for their work.

🎯 Omron is able to monitor key account activity - from visit frequency to whitepaper downloads - and share these insights with the Account Managers. The account activity insights are used to craft a highly relevant and engaging buying journey for the key accounts.

”Thanks to Albacross we are able to understand what these accounts are looking at on the website, what products they are showing interest in. We have never been able to have these deep insights before.”

Pim van Wetten

Digital Marketing Manager

Higher Visitor Identification Rate: A Solid Foundation for B2B Enrichment

The identification rate of the website visitors was the crucial factor influencing Omron’s decision to partner with Albacross.

Their previous marketing automation solution was only able to enrich 4% of the website traffic with the names and industries of the accounts behind the visits.

Albacross showed an identification rate of 28% - 7 times that of the previous provider and significantly higher than other competitors evaluated.

What initially began as an exploration of an IP-to-account mapping solution, turned into an enrichment of Omron’s analytics stack - made possible by the modularity of Albacross.

When it comes to personalizing the website for key industries, analyzing ad campaigns, and key account activity, Omron doesn’t want to compromise on the identification rate of its website visitors and the ease of sharing the insights.

Alpega Group is a leading global logistics software company that offers end-to-end solutions that cover all transport needs, including transport management services (TMS) and freight exchanges.

Alpega Group serves a wide range of clients - from SMEs to global brands like Adidas - to help them optimize complex supply chain processes.

Deeper Customer Insights to Help Pipeline Generation

Alpega Group’s marketing team has primarily been generating pipeline through inbound channels, focusing on SEO as well as paid ads to drive demand to the website.

Securing continued growth in the volume of conversions is crucial. Working with large contracts, Alpega Group does not want to miss a single valuable lead and the ability to positively impact the bottom line of the business.

In order to accelerate business growth and generate more conversions for sales, the marketing team decided to explore intent data.

Intent Data would help them understand what kind of companies are showing buying or learning intent in their services and what resonates with them most.

These insights would help Alpega Group improve on its Account-Based Marketing (ABM) strategies to attract their potential customers better. Additionally, Alpega Group would gain insight into companies that are showing interest in them and should be reached out to proactively when they don’t convert on their own.

Supporting the Sales Process with ABM & Intent Data Strategy

Today, Albacross helps Alpega Group across the customer awareness and consideration stages.

With Albacross, Alpega Group is able to:

Target their key accounts with brand awareness campaigns throughout the sales cycle, identify the demand on their website and segment their ICP, proactively create conversations with accounts showing buying intent, perform account-based retargeting towards relevant website visitors, analyze their marketing campaigns, collateral, and channels.

Precise Targeting through Albacross ABM

Alpega Group’s goal isn’t to just increase the volume of website traffic through paid advertising - what matters more is driving traffic that fits Alpega Group’s ICP.

In addition to traditional interest- and demographics-based targeting on Google and Facebook, Alpega Group is now running Albacross ABM campaigns to target specific key accounts based on their IP addresses.

The brand awareness campaigns deliver impressions across the web to all stakeholders within the target accounts.

🎯 Albacross ABM campaigns allow Alpega Group to wisely spend its ad budget on campaigns where they can be certain that only their target accounts are reached.

Proactive Sales Outreach

Albacross Intent Data helps Alpega Group identify the companies visiting their website, regardless of their traffic source or conversion.

These insights are enriched with firmographic, technographic, and intent data collected by Albacross, helping Alpega Group create segments to focus on their best fit accounts.

The marketing team carefully reviews the segments and selects ICP accounts to send into their Salesforce CRM. There, the sales team has created specific sequences for pursuing accounts identified through Albacross.

Contact details provided by Albacross & Cognism enable further efficiency and save manual contact search time for the sales reps, letting them do what they love most - talk to potential customers.

Alpega Group isn't missing out on the opportunity to get in front of their potential buyers and proactively generate opportunities.

🎯 Intent Data helps Alpega Group identify high intent website visitors and enable targeted sales outreach. Prioritizing high intent leads identified by Albacross helps the sales reps convert leads into opportunities with fewer touchpoints and make an impact on the pipeline.

Retargeting with ABM

The marketing team manually checks the accounts that have been sorted into the ICP segments. If the team determines that certain accounts are a good business fit but might not be ready for sales outreach yet, they will be added to a retargeting campaign.

Instead of cookie-based retargeting, Alpega Group utilizes Albacross ABM campaigns to perform account-based retargeting.

🎯 Through Albacross ABM, Alpega Group performs IP-based retargeting to continue building company-wide brand awareness across the buyer journey.

Measuring Campaign Outcome

Alpega Group runs paid advertising to drive traffic to their website and has recently been experimenting specifically with Facebook ads.

However, Facebook advertising targets people based on their interests and it can be difficult to set up B2B campaigns in an optimal and precise way.

Therefore, Alpega Group needs to understand if the people they are targeting based on interest translate into website visits from companies that meet their ICP.

Through Albacross's "Source" filter, Alpega Group is able to zero in on the companies coming from Facebook and therefore analyze the effectiveness of their Facebook campaigns.

Similarly, the marketing team can understand how other marketing campaigns and channels are performing in attracting specifically their ICP companies.

”Our primary marketing analysis has previously been focused on Google Analytics, however, this only gave us some audience data and not the full picture. It didn't help us understand fully if we are reaching the right kind of audience and the right companies. Albacross has done very well in helping us understand our audience much deeper.”

Josephus Ayoola

Digital and Growth Marketing Manager

Albacross - A Great Partner for an ABM Strategy

Alpega Group is glad to have partnered up with Albacross and enjoys using Intent Data and ABM campaigns to support their long sales cycles and attraction of large potential clients.

Prior to partnering with Albacross, Alpega Group had been identifying their website traffic with another provider. However, the tool was merely collecting information in the background, and the marketing and sales teams struggled to act on the data.

When the time came for Alpega to actively start working with their ABM and Intent Data strategy, Albacross became the top choice to partner with.

1. Actionability of the Albacross data

It doesn’t matter how much data you collect if you don’t have the means to act on it.

Albacross's partnership with the GDPR compliant contact detail provider Cognism was something that Alpega Group valued highly.

The partnership enabled Alpega Group’s sales team to act on the identified accounts and intent by automatically providing the email addresses and phone numbers of their key decision-makers.

2. Superb user experience

The clean interface of Albacross allowed Alpega Group to easily find the relevant data and features needed to support their use case.

”The user experience with Albacross was much more simple and intuitive compared to other providers. This is something that made Albacross stand out, and was one of the defining factors in our buying decision.”

Josephus Ayoola

Digital and Growth Marketing Manager

3. Outstanding Customer Success Managers

Albacross has helped Alpega Group gain deeper analytics of their marketing performance which helps inform their strategy moving forward.

The marketing team of Alpega Group praises the collaboration and advice received by the Albacross Customer Success Managers and sales organization.

”Our Customer Success Manager organized a coaching session between our BDRs and the Albacross BDR Team Lead, discussing how to approach the Albacross identified leads. This is something that we want to keep as a tradition every quarter. It helps inspire our BDRs and connects them to the story behind the leads from Albacross.”

Josephus Ayoola

Digital and Growth Marketing Manager

“What worked in marketing 10 years ago is not working today. The greatest challenge was aligning all the teams in the commercial departments to ensure that everyone swims together”

Frederic Linfjärd

Director of Growth Marketing at Planday

Uncovering The Dark Funnel to Support Pipeline Generation

Every B2B company aims to drive more qualified leads, book more meetings, and generate more revenue. Launched in 2013, Planday was no different. They’ve built a strong marketing team, created tools that generate a considerable amount of inbound traffic, and made all the right decisions to attract website visitors.

Frederic Linfjärd, Director of Growth Marketing at Planday, realized they needed to think outside the box to impact their bottom-line in an even bigger way. Aiming to bridge the gap between go-to-market teams to generate more revenue, he was sure about one thing: The B2B buying journey has changed.

Using Intent Data To Find Out If You’re Succeeding In Marketing

Planday’s main struggle was revealing its website’s dark funnel. In other words: the website traffic they were investing real money and time to get.

98% of website visitors will not be prospective buyers. Remaining 2% of the prospects visiting your website will only become known to you when they engage through your website. They will be nurtured through your marketing and sales funnel until they finally become customers.

Frederic knew they needed the right technology to reveal the unknown accounts attracted to their website. Were they ICP-related companies? How many employees do they have? What type of buying intent are they showing? The right intent data tool could answer these questions.

To accelerate business growth and generate more conversions for sales, Planday decided to explore intent data, to spot companies showing buying or learning intent in their services and what resonates with them the most. But how could they pick the most suitable platform among numerous B2B providers?

“We had a very high amount of traffic on our website, and we had no idea which companies were visiting our website. We did not have any technology, as you see these days, to reveal these things”

Frederic Linfjärd

Director of Growth Marketing at Planday

Finding The Right Intent Data Platform

Buyer Intent Data platforms are relatively new and niche tools for B2B companies. That’s why it can be pretty challenging to understand the subtle differences among different providers and know the

questions to ask before you purchase your own

Frederic always looks for Growth Partners when choosing new platforms. With that in mind, he used the following framework when deciding on what tool to use:

Data Quality

“You need to find a provider with the best coverage in that area and region,” he said. It means having excellent data coverage, quality, and granularity.

Data Compliance

To find a fully GDPR-compliant platform that easily abides by privacy regulations across the globe.

Product

To pick a platform that can easily integrate with their tech stack, with robust integrations that support different use cases, e.g. sending new leads into their CRM automatically, to make their outbound flow faster and smoother.

Easy to do business with

Choosing a platform that offered excellent support, robust integrations, and a knowledgeable Customer Success team with industry expertise.

Albacross: Highest Data Quality & Native Integrations

After in-depth research with distinct providers, Planday chose Albacross due to its data quality and coverage in the verticals related to Planday’s ideal customer profile. Being GDPR compliant was also decisive to them, as their key market is in New York.

The third aspect was having native integrations, which helped them seamlessly integrate Albacross into their technology stack, such as Salesforce. Robust integrations can make the data flow between tools smoother, giving people a more accurate picture of their business.

While many providers only offer these core integrations as an add-on, “Albacross does this as their core product. It always gets down to the data quality of the platform and all the features”, said Frederic.

Having a product interface that is simple and intuitive also played a role in proving Albacross was the right choice for Planday. “That's what I think is the power of it because it's in there that we have to optimize the different segments that we send into our different commercial teams. I think it enables us in several ways”, said Frederic.

Bringing Sales and Marketing Together With Intent Data

Using Albacross was a game-changer for Planday as it allowed their marketing department not only to be a delivery vehicle for inbound campaigns but also to a strong outbound machine, able to delivery high-value leads to sales. “We provide outbound things with great value in these types of intent leads that sales can quickly close”, explained Frederic.

Through intent data, Planday’s teams created workflows that dramatically decreased their time-to-act on high-value accounts visiting their website. “As soon as an account pops up on our website showing the right intent, I can send it to our CRM platform or Slack and activate our salespeople. We can also send it to our ad channels, where we can nurture them”, explained Frederic.

Thanks to that, Sales and Marketing have established a much closer collaboration, and they don’t need to wait until potential account signs up on Planday’s website anymore and engage with a page or a specific lead generation form to confirm their efforts are working.

A more collaborative environment allows marketing and sales teams to define the best strategy towards potential accounts; either nurture them or send them to outreach teams. “It creates this really great feedback loop where you have marketing, you have rev ops, you have sales and sales excellence working together in the same direction.“

By connecting Albacross to Slack, Planday was able to give each outbound team a dedicated slack channel and specific lead qualifications so that when such a prospect appears in Albacross, sending new leads into a specific slack channel, they’ll know right away in Slack and are be able to contact them while they’re still top of mind.

To be able to give that information, they packaged Albacross neatly through its behavior signals and managed to help SDR teams book multiple meetings. That’s especially rewarding to help marketers gain more confidence since “they can finally see the impact their work has on teams and help them in that way; “I think Albacross definitely was the missing link in our demand engine”, said Frederik.

Planday found the optimal way to get new opportunities faster with Albacross. This motivated their marketing team to expand their adoption and use the Google Analytics Enrichment feature, to connect intent data to their Google Analytics dashboards. They’ve leveraged Albacross’ intelligence to create better audiences for their ABM campaigns on Facebook, and LinkedIn. We’re happy to continue supporting Planday with its revenue objectives.

“Albacross has really changed the way marketing and sales work together. Before, and very common in companies, it's easy to work in silos – marketing's over there and sales is over there, and they're doing outbound, we do inbound. Now we can actually work together, defining the accounts that we want to hit. Albacross has enabled our marketing teams to finally see the impact their work has on sales. I think Albacross definitely was the missing link in our demand engine.”

Frederic Linfjärd

Director of Growth Marketing at Planday

Unlocking the Hidden Potential of Niche Marketing

In the world of B2B, every company aspires to reach more qualified leads, secure more meetings, and boost revenue. One such company, specializing in laboratory equipment and temperature-controlled storage solutions, was no exception.

Introducing PHC Europe, part of PHC Holdings, formerly known as Panasonic Healthcare Co., a company with a rich history that traces its roots back to 1969 Japan and today spans over 9000 employees and 90 subsidiary companies. The company had already built a strategy and harnessed tools that drove relevant inbound traffic. Yet, they knew that to make a more significant impact on their bottom line, they needed to look beyond the conventional approach.

Leveraging Albacross to Drive Exceptional Growth in Niche Markets

Meet Robbert Linschooten, an enterprising digital marketing manager at a European medtech company specializing in high quality laboratory equipment and temperature-controlled storage solutions. The company focuses on a niche market, catering to laboratories, universities, and healthcare institutions across 40 countries. With a unique product range that includes ultra low-temperature freezers, pharmaceutical refrigerators, blood banks and incubators they were eager to expand their reach.

In the pursuit of increasing growth in their marketing channel, Robbert and his team turned to Albacross to boost their online presence and convert website visitors into valuable leads.

A Niche Market and a Digital Marketing Vision

PHC Europe faces a unique challenge: they operate within a highly specialized niche, where finding the right target audience and converting leads into customers is a critical task. Their product range was tailor-made for laboratories and research institutions dealing with delicate materials and life-saving pharmaceuticals, making the selection of potential clients even more crucial.

Unveiling Hidden Prospects

Robbert's journey with Albacross began when he was introduced to the platform by his online marketing vendor. The initial exposure generated value to Robbert’s organization by revealing the hidden demand of companies visiting their website. But Robbert saw an even more significant potential in the LinkedIn Integration feature. He envisioned utilizing the data provided by Albacross to fuel an exceptional marketing strategy.

Retargeting Campaigns on LinkedIn: The Game Changer

After realizing that Albacross has an exclusive feature by which he could generate intent driven audiences for LinkedIn retargeting purposes, Robbert got to quick work on leveraging the identified accounts visiting his website.

The effectiveness of the feature relied on the ability to retarget multiple decision makers within the accounts that are visiting relevant content pieces on the company website without using cookies. This form of cookieless, intent driven retargeting on LinkedIn led to spectacular growth in social media presence.

The first key feature of his strategy relied on Albacross’ ability to leverage the differentiation between audiences that are visiting specific pages of PHC Europe’s website, representing different product groups. The structure of the website already provided a great basis for a retargeting feature. By segmenting his identified traffic by different pages dedicated to separate products he was able to automatically batch LinkedIn audiences relative to which products they are interested in.

The second step relied on building workflows that would send those companies into the audiences of relevant campaigns that were tailored to the products showcased on relevant pages! With these means Robbert was easily able to retarget decision makers on LinkedIn, within companies that were showing interest in specific products, with content that was highly relevant to the targeted audiences.

The Remarkable Results: A Surge in Online Presence

The results were astonishing. Robbert's strategy yielded incredible growth on LinkedIn. Within a year, the company's followers increased from 5,000 to nearly 15,000. The unexpected surge in their online presence was awe-inspiring, considering that the budget allocated for the LinkedIn campaigns was relatively modest, at around €8,900 per month.

Empowering the Sales Team with Buying Signals through the CRM integration

After establishing a highly effective retargeting strategy that was generating a strong presence on LinkedIn, Robbert turned his attention to the means of further providing a means for the sales team to leverage the strong buying signals that Albacross was providing on account level intelligence.

The key part of the second step was then to craft a way to have an automated export of ideal accounts into the company CRM system and deliver the relevant intelligence that the sales team could leverage to ease their processes and shorten sales cycles.

Key Takeaways:

Albacross proved instrumental in helping a medtech company expand its online presence and engage with potential clients. Focused retargeting campaigns on LinkedIn led to an astonishing growth in followers and, in turn, potential leads. Enabling the sales team with the appropriate buying signals from Albacross lead to increasing lead generation, easing the sales process and shortening sales cycles.

In a nutshell, Robbert's journey is a testament to the power of data-driven marketing and the invaluable role tailored account targeting and analysis plays in helping businesses conquer niche markets. With his vision and the support of Albacross, he was able to achieve high growth and establish a strong online presence in a highly specialized field. The future holds even more promise as they fine-tune their strategy and continue to leverage Albacross for unparalleled success in B2B lead generation.

“We’ve seen impressive results with the LinkedIn retargeting and my objective in the next phase is that I would like to continue the growth to 20,000 followers on LinkedIn and further optimize lead delivery to the sales team together with Albacross.”

Robbert Linschooten

PHC Europe Marketing Specialist

CloudTalk is a cloud-based call center software for growing sales and support teams.

As a champion of customer experience, CloudTalk provides its clients with superior call quality as well as integrations to any of the major CRM, help desk, and live chat software

Finding a New Channel to Find Prospects for Outbound Sales

In 2021, CloudTalk's goal was to scale up the outbound efforts to help drive the business forward by entering more of their ICP, likely-to-close companies into their pipeline. The team initially decided on a setup where the outbound team would find companies within their ideal customer profile through self prospecting, find decision-makers and their contact details, and then perform omnichannel outreach.

While this gave the SDRs plenty of companies they could pursue, the marketing team wanted to support these efforts further. Their idea was to find new channels and activities that would help the SDRs increase their efficiency and achieve even higher conversion. David Cacik, Head of Marketing at CloudTalk, believes that intent data was the obvious choice to explore as a potential solution.

Not only would intent data help CloudTalk find new companies within their ideal customer profile, but it would also help the SDRs know which of the companies are currently in-market and are more likely to convert.

Going into 2022 we want to put more effort and find new ways how we can find prospects. Revealing website visitors was the obvious choice because they are not like cold leads that have never heard of us - they are already visiting the website so they know us.

David Cacik

Chief Marketing Officer at CloudTalk

Albacross is the Right One - Data Granularity Won Them Over

CloudTalk has a specific ICP they are working with – mid-market companies with various branches.

Thus, when comparing different intent data providers, CloudTalk cared about more than just the quality of the database – the database needs to identify the precise location of the company branches.

Based on this granular identification, the CloudTalk SDRs are able to filter for the decision-makers that they wish to reach out to in specific branches that have shown intent.

When we were testing out the different tools, the biggest obstacle for us was not revealing the companies that are browsing the website. It was all about pinpointing the specific location of the branch that was visiting us, and other providers were not able to support this. Albacross was the only intent data provider able to pinpoint the specific location of the companies that visited our website. Without knowing the precise location, we would have no way to narrow the results.

David Cacik

Chief Marketing Officer at CloudTalk

Cloudtalk’s Competition Starts In The Search Engine

Not all website visitors are the same and should be engaged the same way.

To maximize the success rate of their outreach, CloudTalk decided to prioritize engaging with those ICP companies that are landing on specific high-value pages.

A portion of CloudTalk's marketing budget is allocated for running ads on high intent keywords, including competitor brand terms.

To multiply the effect of running these performance campaigns, CloudTalk opted in for discovering buying intent through Albacross.

Identifying the companies visiting these high intent call center comparison pages would provide another stream of leads that haven’t converted at first but were already in the later stage of the buying cycle.

To make this happen, the marketing team created segments within Albacross, mapping the ICP companies to the comparison page visits.

The goal set for the outbound SDRs was to book a meeting with decision-makers in these companies in order to showcase the CloudTalk value before a competitor could.

Acting on the New Channel of Intent

To never miss a beat and to act faster than their competitors, the marketing team created a workflow to Slack, where the SDRs are notified whenever an ICP company visits the comparison pages.

From Slack, the SDRs can head to Albacross to view the full company activity and perform a company check.

To ensure that the company aligns with the detailed description of CloudTalk's ICP, an SDR checks and learns about the visiting companies and their activity.

If a fit is found, the SDRs send the company into a workflow to Hubspot.

The workflow maps the information Albacross has about the company, its activity, as well as contacts to decision-makers in the company as record types and property fields in Hubspot.

From here, the SDRs enroll the decision-makers into outreach sequences, personalizing the messaging based on the activity they have seen from the company on their website.

Albacross is a completely different process to self prospecting and cold outbound. Based on the companies' visits to our website, we can see what they are interested in and how we should craft the sales language when reaching out to them.

David Cacik

Chief Marketing Officer at CloudTalk

Ganging Marketing Confirmation and Expanding the CloudTalk Pipeline

It isn't only the sales team that is actively keeping an eye on and acting on the Albacross data.

Albacross helps the marketing team see if they are attracting companies within their ICP.

Seeing these insights gives CloudTalk a validation that the marketing campaigns are performing well when the number of inbounds is lagging.

Similarly, it aids in understanding which activities should be ramped up to drive more ICP companies to the site.

For the whole revenue team, being able to reach out to the ICP companies visiting their website has created a new channel that helps expand their outbound pipeline.

Albacross is helping us expand our outbound pipeline in a new and different way, and we see this as a very positive impact.

David Cacik

Chief Marketing Officer at CloudTalk

CloudTalk believes that working with a tool like Albacross can only be as good as the team that companies have to support the new processes.

They get great insights with Albacross, but it is also important to put in their own effort to act on the data in order to create value.

The marketing team hopes that in the upcoming months they will be able to scale up the team of SDRs working primarily with Albacross identified companies to expand the pipeline further.

A strength of Albacross is definitely its people. From my first calls with the Account Executive who knew exactly how to discuss my challenges and use case, to the ongoing advice from the Customer Success Department, I have enjoyed the collaboration.

David Cacik

Chief Marketing Officer at CloudTalk

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