EHS Insight Improved Upmarket GTM Efficiency With N.Rich
When Christopher Collier joined EHS Insight as a VP of Marketing, one of his first priorities was to help the company move upmarket through launching and scaling an ABM program. Here's why he decided to bring in N.Rich as an all-in-one solution for intent data, account-based advertising, and opportunity attribution.
Before N.Rich
1. Scattered data and a lot of manual ops work required
2. No clear demonstration of an impact of brand awareness campaigns across long sales cycles
3. No strategic guidance and limited understanding of how ABM can impact revenue
With N.Rich
1. Instant data sync with native bi-directional CRM integration
2. Clear attribution of every ad touchpoint to pipeline and revenue
3. Consultative approach of the N.Rich CS team, quick validation of ideas and support with implementation
Results after the first year
Higher win rate
Accounts interacting with N.Rich campaigns demonstrate 15% to 270% better win rate
Shorter sales cycle
Sales cycle for accounts interacting with N.Rich campaigns is up to 2.7 shorter than for non-influenced accounts
Better sales velocity
Overall sales velocity for accounts interacting with N.Rich campaigns is 26% to 316% higher compared to non-influenced accounts
Getting internal buy-in for ABM
EHS Insight was looking to move upstream and be able to land more enterprise customers - which meant longer sales cycles, bigger buying committees and more strict due diligence. GTM approach had to be different, and this is what Christopher emphasized when introducing the new process and the new tools.
Christopher Collier
VP of Marketing, EHS Insight
"I told my CEO: this tool is going to be a lot more efficient than if we were spending tens of thousands of dollars on ad displays within Google to make sure that we're maximizing our brand reach to the right people at the right time. I always call ABM getting that right message at the right time to the right person, which is really the key that a lot of marketers. It shouldn't be a shotgun approach, but a lot more of a laser approach. That was a crucial thing to agree on."
Choosing an ABM platform
N.Rich wasn't the first ABM platform Christopher was working with - he had extensive experience doing ABM through LinkedIn and through dedicated platforms like Terminus. ROI measurement, however, was always a challenge: few platforms could easily show how intent data and ABM ads influence the bottom line. N.Rich's opportunity attribution feature made it much easier for Christopher to show the impact of marketing on pipeline and revenue.
Christopher Collier
VP of Marketing, EHS Insight
"The reason why I signed on the dotted line so quickly was the clear showing of ROI through influenced pipeline. Now I can walk into board meetings and say: we influenced $200,000 in sales and another $1.7 Million that is being influenced currently in pipeline."
Getting strategic support
Customer support teams can get very prescriptive - instead of understanding the company's ICP, they tend to just share common best practices. However, ABM implementation is a process that should be highly tailored to each company's needs and maturity stage. Luckily, the N.Rich approach and vision of ABM resonated very well with the team at EHS Insight.
Christopher Collier
VP of Marketing, EHS Insight
"The support team is fantastic. I'm a little more senior when it comes to ABM, so I have my own strategies that I had implemented and had success with at my previous companies. But I see I'm given strategic advice all the time. It's a very back and forth conversation with the team at N.Rich".
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