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BLOOMREACH: SUCCESS STORYHow LeanData enables BloomReach’s Account-Based Marketing strategy to maximize pipeline generation as well as boost sales and marketing productivity

THE CHALLENGEFor the BloomReach marketing team, it’s all aboutdriving revenue. What is marketing’s contribution topipeline creation and closed business? It’s critical thatthe team nurtures the right audience – specificallyCMOs, e-Commerce SVPs, and Digital Merchandisers.BloomReach doesn’t care about vanity metrics such asvisits, likes or downloads from leads outside of theirtarget markets. If it doesn’t tie to revenue, it’s not inBloomReach’s marketing vernacular.

In order to meet ambitious revenue goals, BloomReachdeveloped an account-based strategy for outreach andnurturing. Using its CRM (Salesforce) and marketingautomation (Marketo) systems, BloomReach was able toprovide focus to help fuel the sales development team.Yet while marketing was confident in its Go-To-Marketapproach (measured by opportunity creation), there weresignificant issues in two critical areas:

Sales and Marketing Alignment

1. The ability to match inbound leads to the accountsthat sales was actively pursuing

2. Keeping Account Executives informed about keyactivities in their accounts, such as newly engagedcontacts from current marketing programs

3. Limited ability to effectively report marketing’scontribution to opportunity creation, accelerationand closure

BloomReach is a machine-learning, big-data technology company that specializes in delivering personalized digital experiences that accelerate the path to conversion, increase revenue and generate customer loyalty.

Headquarters: Mountain View, Calif.Founded: 2009Employees: 250 - 500Funding: Series DLearn More: www.bloomreach.com

LEANDATA IMPACTProductivity: Automatically converting leads to contacts in target accounts saved weeks of time previously spent on frustrating research

Account Visibility: Uncovering hidden connections in Salesforce ensures proper follow-up of all leads in target accounts

Accurate Attribution: Campaign effectiveness now can be assessed to ensure smart use of marketing time and resources

“The reason we love LeanData is the ease at which we can see how our marketing efforts are driving traction in our target accounts to unlock new opportunities.”

– Jason Seeba, Vice President of Marketing/Chief Marketing Technologist

The BloomReach marketing team needed to seehow those leads mapped to target accounts inorder to determine if a marketing campaign orchannel was successful. Lead management wasa cumbersome undertaking in order to matchleads to accounts or manually convert leads tocontacts so that they were attached to accountsin Salesforce. The marketing team wasconstantly looking for resources, interns, andspare time to address the lead review processacross tens of thousands of leads and accounts.Allocating additional resources didn’t prove tobe cost-effective or accurate.

THE LEANDATA SOLUTIONLeanData’s ability to automatically convertleads to contacts in target accounts fixed theproblem of time wasted on tedious research,saved countless thousands of dollars inmarketing and sales resources, and vastlyimproved the accuracy and timeliness of leadflow in their CRM. Here’s how LeanData does it:

• Automation ensures the immediateconversion of leads to contacts so they areassociated with the corresponding accountsin real time

• Eliminates time-consuming effort andinaccuracies that can result from manualreviewing and converting of leads tocontacts

Lead Management

When a new lead appeared in the BloomReachsystem, it had no association with an account.So it was extremely time-consuming todecipher whether or not:

1. An inside sales rep was already speakingwith another person at the same company

2. There was an active account discussion oractive opportunity already in motion or ifthe new lead was helping to create newopportunities

3. The lead matched an existing customer andthe associated account manager orcustomer success manager was properlynotified

• Ability to show leading indicators ofmarketing’s contribution to pipeline byreporting on interesting contacts in targetaccounts

• Immediately delivers new account activity tothe sales team within the accounts that salescares about the most

• Utilizes multiple fields of criteria in order todetermine the best, most accurate accountmatches

“With LeanData, our lead-to-account matchingis effortless and consistent,” said MeredithGadoury, Campaign Manager at BloomReach.

This allows the BloomReach marketing team tomake better, data-driven decisions about whereto spend time and effort.

THE RESULTSLeanData has helped save countless weeks of time for the marketing and sales teams by automatically converting leads to contacts in the target accounts that represent BloomReach’s best-fit potential customers. The marketing team now has the ability to measure the effectiveness of demand-generation campaigns and show that it has a positive impact on pipeline creation and, ultimately, revenue. “LeanData makes our Account-Based Marketing work,” Gadoury said. “We would never have a full view of our accounts without them.”

“You’re making multi-million-dollar marketing budget decisions on this data. You better get it right.”

– Jason Seeba, Vice President of Marketing/Chief Marketing Technologist

ABOUT LEANDATALeanData’s best-in-class solution simplifies the complexity of the B2B sales process through intelligent lead management. LeanData makes revenue-generation teams more successful by matching leads to accounts and then automatically routing them to the right rep, every time. LeanData provides richer insights into accounts so that more than 250 fast-growing businesses such as Nutanix, Palo Alto Networks, Marketo and Cloudera can maximize marketing ROI and close more deals.

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