About Powell Software and the challenge
Before considering an ABM solution, Powell Software were mainly investing in Google Ads (search & display network) and Linkedin Ads. The main challenges they were facing were:
- Lead cost and quality from Google. When the team was launching campaigns on Google they weren’t aware who would see them. Result: a lot of contacts of students and small companies while Powell Software was looking for enterprise companies. SDRs weren’t interested in prioritizing marketing leads.
- Expensive and hard to scale LinkedIn Ads. LinkedIn, on the opposite, was very precise - and even maybe too precise. It was very limited, hard to scale and very expensive. Analytics insights weren’t account-based either.
- Need to target different verticals. The team had many good pieces of content such as success stories from different verticals or industry-specific blog posts, and the main challenge was to distribute them to the right people at the right time. Platforms like LinkedIn allowed vertical-based and job title-based segmentation but weren’t able to provide buyer intent insights at the account level.
.webp?width=1724&height=942&name=powell-software-case-channels%20(1).webp)
Why they chose N.Rich
-
ICP, intent data, ABM targeting, & attribution in one platform
N.Rich allows managing entire account-based marketing workflow in one place at an affordable price.
-
Powerful ABM Advertising Platform
- Allows reaching buyers everywhere (access to 15M+ publishers)
- Average cost of engagement is 4-5x lower than on LinkedIn
- Intent-based optimisation algorithms
-
The only Europe-native ABM provider
Highest quality of data, proprietary technology, and local expertise in Europe.
The results
✅ Pipeline quality boost
ABM had a positive effect on the quality of the marketing pipeline and led to an increase in the average deal size. The conversion rate from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs) saw a remarkable rise, jumping from 20% to 28%.
✅ Marketing & sales alignment
Instead of just handing the leads over to sales, the marketing team is now able to equip SDRs with data that help focus on the right target accounts. For instance, the sales team now gets ‘Hot Demand’ reports, generated on a weekly basis and containing data about the exact companies showing high intent towards Powell Software’s articles, video ads or website.
✅ Vertical-specific campaigns
Decision makers from specific verticals get targeted with relevant content. Using N.Rich account-based advertising, Powell Software can show industry-specific content, like case studies from similar companies or blog articles addressing typical industry pain points, to the buying committees of relevant companies.
✅ Better Linkedin performance
LinkedIn Ads campaigns work better with N.Rich data. The team is using N.Rich to launch ABM advertising campaigns across multiple websites and networks and then retarget the accounts that show engagement through LinkedIn Ads. This approach allows them to gather audience insights and generate initial engagement at a much lower cost before launching a campaign on LinkedIn.
.webp?width=1444&height=1030&name=nrich-workflow-powell%20(1).webp)
Esther Daga
Head of Marketing
“N.Rich provides an unmatched level of precision. I know what exact companies are interacting with my ads, and I see which ads they're watching. It's really performing well for awareness and gives you a lot of visibility among target accounts.”
