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About EHS Insight and the challenge
EHS Insight is an enterprise EHS and ESG software provider serving operationally complex industries — manufacturing, construction, energy, utilities, food & beverage — where regulatory exposure makes safety and sustainability software a board-level priority. When Christopher Collier joined as VP of Marketing, the company was moving upmarket: longer cycles, bigger buying committees, stricter due diligence.
The challenge
- Finite, definable ICP: broad demand-gen wasted budget on accounts that would never close.
- Buying committees of 5+ stakeholders couldn't be served by lead-based marketing that treated each persona as a separate funnel.
- Trigger-driven replacement cycles meant inbound missed the windows that mattered.
- Marketing celebrating MQL volume vs. sales judging lead quality — different scoreboards.
- Cleanly proving that ABM was causing pipeline (not just touching deals) — the hardest part.
Why they chose N.Rich
"N.Rich runs as the ABM display layer of EHS Insight's GTM stack. ICP and target-account lists are built in HubSpot and synced into N.Rich, so marketing and sales work off a single source of truth. From there N.Rich pushes intent-targeted display across the B2B web — warming the buying committee with persona-tiered creative — and feeds account-level intent signals back into HubSpot to trigger SDR alerts and inform prioritization. The channel doesn't run in isolation: it's coordinated with LinkedIn paid, outbound SDR cadences and on-site personalization via Trendemon, so impressions, personalized site experiences and outbound touches compound on the same account."
The solution
- Built and HubSpot-synced target account lists so CRM workflows and display targeting share a single source of truth.
- Activated intent-targeted B2B display campaigns against named accounts.
- Tiered audiences with the account-list → segment → ad-set → creative hierarchy across industry, stage and persona cohorts.
- Routed intent signals into HubSpot to fire SDR alerts and inform prioritisation before forms are filled.
- Measured ABM influence two ways — pipeline touched and account-engagement lift — feeding HockeyStack multi-touch attribution.
- Coordinated N.Rich with LinkedIn paid, outbound SDR cadences and Trendemon site personalisation.
- Built persona-specific creative with Product Marketing, EHS Director vs. Operations vs. IT, across the same target accounts.
The results
With N.Rich, EHS Insight engages buying committees earlier and gives sales the intent signals to focus where it matters most.
- ✅ Marketing engages the buying committee earlier — persona-tiered display warms EHS Director, Ops, IT and Procurement before forms are filled.
- ✅ Sales focuses where intent signals are strongest; N.Rich routes account-engagement signals into HubSpot to prioritize SDR effort.
- ✅ Leadership gets measurable proof — opportunity attribution shows marketing's influence on pipeline and closed revenue, not just MQL volume.
The outcome:
Up to 270% better win rates, 2.7x shorter sales cycles, and 316% higher sales velocity for accounts engaged through N.Rich, with meaningful results inside the first three months.
Christopher Collier
VP 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."
