Digital Demand Center™ Leveraged as Account Based Marketing and Lead Nurturing Engine for Niche FinTech Software and Consulting Company

Summary

In this ABM FinTech Case Study you will learn how a privately held software and consulting services company leveraged Digital Demand Center to target Fortune 500. We explain how the company leveraged DDC as an Account Based Marketing and Pre-Sales Education Engine to triple their sales volume and grow revenue by 10X over a four year period by automating pre-sales education and staying top of mind with a targeted audience of 2200 decision makers.

Company Background

Company offers highly specialized services and software that helps companies carrying over $1B in corporate debt remain in compliance with Federal and SEC regulations. Company was founded in the 2000s by two ex C-Level executives and corporate officers after spending their careers as Board Members and/or Finance Officers in enterprise companies. 

Company started as a joint partnership between a two consulting and professional services’ practice. During the course of their consulting practices, they developed a software that automated multiple compliance processes required by the SEC and other Federal Banking Regulations to avoid significant risk and potentially catastrophic consequences.  

Situation

The software and services were only valuable to about 500 enterprise companies in the United States.  The Founders were verifiable and recognizable thought leaders in the space, but the brand was not. 

Company had successfully deployed the solution for 3 companies and was ready to take the solution to market.

The company had no website, no content and no tools. While both Founders were seasoned consultants, neither of the Founders had background in marketing. One founder had limited experience developing new sales.

Already Accomplished:

• First to Market
• Thought Leadership
• Critical Capabilities

The Challenge

Company needed to target a finite audience of 1500 decision makers to educate the buyers about new compliance issues regulations and then position their services as the best solution to address these issue. The historical sales cycle was typically a year plus and required 10 plus hours of one-on-one education before the company understood the nuances and implications of the regulations enough to start to understand their needs and gaps.

The Solution

Company hired Gabriel Sales to craft their go-to-market strategy and to launch Digital Demand Center™. 

As a first step Gabriel Sales executed a systematic discovery process and buyer persona exercise to craft a message, campaign a final content production strategy. 

This was followed by a three-day onsite content production workshop to create the necessary content to launch the engine including, thought leadership videos, webcast, articles, and online demos.  Gabriel Sales then managed the development of a new website to make it easy for the buyer to evaluate the team and solution with no intervention from sales. 

Next Gabriel Sales implemented a full Digital Demand Center™ technology stack for measured and systematic campaign with particular attention paid to lead scoring because this was such a finite market. The DDC tech stack was then integrated with two new Salesforce seats.

With the tools, content and website ready to go Digital Demand Center™ campaigns were launched with a primary focus on a buyer education to build trust and prove thought leadership around a complex set of regulations.  These educational campaigns were also supported by live education webcasts moderated by the founders. 

Once buyers were well educated and a specific predictive lead score was reached one to one outreach was triggered.  This was managed by DDC’s managed services team via a sales automation campaign, LinkedIn outreach and a direct mail campaign with an offer of a free and confidential gap audit.

Results

Within two years Digital Demand Center produced:

• Engagement with 90% of the target market
• Deep brand awareness and engagement with 60% of the total market
• 24 Sales Ready
• 6 new clients tripling the companies’ number of customers

Within 4 years company experienced 10X growth in customer volume and now services over 10% of addressable market.

This completes our ABM Lead Nurturing FinTech Case Study.  To learn more about how you can leverage DDC to target niche markets to fill your sales funnel contact us for a custom demo and initial consultation.