Working with Lead2Pipeline, Splunk reached IT, Cloud Security, and DevOps buyers at large and mid-sized companies in North America, Europe, and Asia.

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Key Growth Marketing Metrics for Account Based Marketing

In today's competitive landscape, ABM has emerged as the catalyst for establishing enduring connections with high-value accounts and driving revenue upswings. To create successful ABM campaigns, it is crucial to understand the key metrics that demand attention in 2023. These metrics serve not only as benchmarks for measuring success but also pave the way for heightened engagement, improved conversion rates, and ultimately, sustainable expansion.

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USE CASE

  1. Splunk needs a flexible demand generation framework that consistently provides full funnel performance.
  2. Actively engaged Middle of Funnel leads move prospects forward through their buying process.
  3. Sales-ready Bottom of Funnel leads contribute to pipeline acceleration.
  4. Verified Top of Funnel leads showing intent are critical for continued growth.

RESULTS

  • Working with Lead2Pipeline, Splunk reached IT, Cloud Security, and DevOps buyers at large and mid-sized companies in North America, Europe, and Asia.
  • Using AI and intent data across its database, Lead2Pipeline identified potential buyers across private and public sectors for a variety of Splunk’s products.
  • To identify actively engaged buyers, Splunk opted for a 2-Touch program where only leads who downloaded two separate pieces of content would qualify.
  • After downloading an offer, leads were further qualified with BANT-style questions over the phone by Lead2Pipeline’s multi-lingual reps.
  • Each buyer provided verbal opt in confirming they’d like to speak with a Splunk expert.

“We measure lead velocity and quality very carefully across all our channels. We’ve consistently expanded our campaigns with Lead2Pipeline because they’re reliable, transparent, and flexible.”

- Joe P. 


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