CollabNet VersionOne is an enterprise software company dedicated to agile life management. Their mission is to simplify the process of software delivery by helping organizations scale their agile initiatives faster, easier, and smarter.
An Inefficient Way of Storing and Distributing Content
CollabNet VersionOne wanted to develop an account-based marketing strategy to personalize communication to their prospects—at scale. Their marketing team consistently created new content, but it was housed in too many different places, making it hard to locate. This resulted in the sales team being unable to determine what content was relevant, accurate, and best-suited for their prospects.
With our focus on ABM, we knew we needed a way to leverage all of our great content and serve it up in a more tailored way for various audiences, helping sales engage on a one-on-one basis with accounts they were focused on.
Creating Better ABM Experiences and Beyond
CollabNet VersionOne used Uberflip to create a content hub to house all of their current marketing-approved content. Where previously their development team had been creating landing pages for their ABM strategy, a time-consuming and manual task, their sales and marketing teams could now create customized sales and marketing streams themselves in mere minutes.
Winning an ABM Program of the Year Award
CollabNet VersionOne surpassed their original goal of 20 percent engagement with their content, achieving an impressive 88 percent engagement of their target accounts, and seeing a 124 percent increase in lead conversions; furthermore, 23 percent of all enterprise bookings came from those targeted accounts. This new ABM strategy also earned CollabNet VersionOne the award of ABM Program of the Year from SiriusDecisions in 2017.
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