Challenges

●  Prophecy International was challenged with increasing brand awareness and mindshare in the market despite high solution adoption levels. This was mainly because they did not have a clearly defined target market or ideal customer profile (ICP) with their marketing campaigns.

●  The marketing and sales team were not fully aligned on their target customers and campaigns and that misalignment was causing poorer lead quality coming into their sales funnel.

●  In the competitive cyber security landscape, Prophecy International’s ability to build relationships with customers is crucial to differentiating itself from their competitors.

Solutions

●  Utilizing LinkedIn Sales Navigator, Prophecy International launched a pilot program for Account Based Marketing (ABM) combining it’s use with their marketing campaigns on LinkedIn, by synergizing the two – they were able to move from marketing engagement with a target account to sales activity with a warm account.

●  Prophecy International aligned their sales and marketing teams by adapting their approach in two clear ways:

●  Marketing ran ad campaigns on LinkedIn, using the platform’s trusted data to define and reach their Ideal Customer Profile (ICP) and Target Accounts List (TAL). Campaign analytics told them which accounts, job titles, functions, and locations were engaging with their campaigns.
This campaign data was shared weekly with Sales. They took that account-level engagement data and used LinkedIn Sales Navigator to get in touch directly with the key stakeholders at those accounts.

●  Prophecy International utilized a multi-stage framework to build their customer relationships on LinkedIn, which helped them differentiate and position their solutions in a more holistic way to their clients.

Results

●  After 90 days from their initial ABM pilot, they were able to get enough data to prove that their focus on brand awareness was increasing engagement within their target accounts. It went from 7% engagement with their target accounts to 77% engagement in just three months. Using a full funnel ABM approach, the marketing team shares with their sales team key KPIs such as growth in new contacts within their TAL as well as number of target accounts with opportunities while keeping collective focus on lead quality, rather than quantity.

●  The initial target from the ABM program was to build $500K revenue pipeline by increasing awareness in the U.S. market around their abilities to enhance a very well-known cybersecurity SIEM platform. They brought this onto LinkedIn by creating a specific audience of U.S. government agencies and companies within the U.S. federal supply chain that matched their ICP. With a $500 monthly budget, they launched a marketing campaign with personalized messaging that spoke directly to this audience. By focusing on this very segmented audience and making sure that they never strayed from the ICP guidelines established earlier, they built it into a multi-million dollar pipeline that will continue to grow.

●  Using the right technology stack and harmonizing their approaches on LinkedIn by leveraging both LinkedIn Sales Navigator and Marketing campaigns on LinkedIn – Prophecy have achieved true alignment in their go to market strategy.