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From Intent to Action: How AudienceView generated 15% of their pipeline through Factors.ai
In conversation with Saurabh Wahegaonkar, Director of Demand Generation at AudienceView
15%
pipeline generated through Factors in Q4 2024
8x
faster conversion of Factors classified hot accounts
$45k
deal identified and closed in 15 days
AudienceView is an all-in-one event ticketing platform that helps event venues boost ticket sales, engage attendees, and build loyalty.
Read on to learn how AudienceView gained complete visibility into how accounts were engaging at different touchpoints and used intent data to generate 15% of their pipeline in Q4 2024.
Lack of understanding of account engagement
Relying on last-touch attribution, AudienceView struggled to understand how accounts engaged with various sales and marketing touchpoints. This made it difficult for them to run targeted campaigns across the funnel.
No visibility into LinkedIn Ads performance
AudienceView couldn’t fully understand how LinkedIn Ads were influencing their deals. They faced two key obstacles:
- It was difficult to determine if LinkedIn ads reached all the accounts in their target list.
- Due to long buyer journeys with a sales-led motion, it became difficult to prove the influence of LinkedIn Ads on deals.
“With Factors, we were shocked to learn that just 10% of our accounts consume nearly 90% of ad impressions. That was like a big wake-up call for us, and we wouldn’t have been able to understand this if not for Factors.“
Manual Enrichment of Contact Data
AudienceView relied on manually enriching the contact details of target accounts once every six months. This led to outdated, unreliable data, wasting the sales team’s time and outreach efforts.
Disjointed Sales and Marketing Efforts:
Minimal overlap between marketing’s target accounts and sales outreach accounts led to inefficiencies and missed opportunities.
"Before Factors, we struggled to show targeted LinkedIn ads to the right audience. We had no data-driven way to segment accounts or leverage intent signals effectively.”
Saurabh Wahegaonkar
Director of Demand Generation at AudienceView
Complete visibility into the buyer journey
AudienceView chose Factors.ai because of its ability to provide complete visibility into the buyer journey. “Initially, we used Factors to determine if the right accounts were engaging with our website. Over time, we started tracking how marketing efforts influenced website traffic and, ultimately, impacted the entire buyer journey.”, says Saurabh.
Measuring how LinkedIn Ads influence deals
“Factors.ai has helped us track the view-through impact of our LinkedIn ads. We can now look back at opportunities and deals in Salesforce to understand if LinkedIn ads played a role. It helps us see if prospects viewed our ads and then visited our website through other channels. This insight has been incredibly valuable, as we previously lacked this level of visibility and were operating in the dark.”, says Saurabh.
Running GTM Like a Well-Oiled Machine
Armed with complete visibility over their buyer journey, AudienceView has leveraged intent signals to improve their LinkedIn Ads strategy and prioritize the right accounts through sales outreach:
- Running intent-based campaigns: With Factors, the AudienceView team has become more strategic with LinkedIn Ads. They now segment accounts based on their engagement across LinkedIn Ads, G2, and their website and run targeted campaigns for these segments.
"For less engaged accounts, we focus on brand awareness, then guide them through the funnel with product-specific ads. At the bottom, we target high-intent prospects with direct messaging, making our campaigns more focused and effective.", says Saurabh.
- Prioritizing the right accounts using intent data: Through Factors, the sales team is alerted when their target accounts show strong intent across the website, ads, and other touchpoints. With Factors’ account scoring and workflows, account engagement information is also updated in their CRM. This enables the sales team to have the right context and reach out to these accounts at the right time. It has resulted in more discovery calls, demos, and closures.
"Factors helps our sales team uncover high-intent accounts that might otherwise go unnoticed. By reaching out at the right time, we're getting more discovery calls and closing more deals.", says Saurabh.
Increasing Sales Efficiency with workflow automation
Factors automated AudienceView's manual operations by implementing workflows to enrich contact data.
“Factors does the heavy lifting for us. It enriches accounts with accurate contact data and updates our CRM automatically, making it so much easier for our BDR team to focus on the right prospects.”, says Saurabh.
This ensures Audienceview’s BDR team always works with up-to-date information, eliminating outdated records accumulated over time.
“I remember we were able to identify and close a major account, bringing in nearly $45k in just 15 days. Normally, our sales cycles are pretty long, beyond 100 days, so this was a big win for us. Honestly, we would have missed what was happening with that account if it weren’t for Factors.”
Saurabh Wahegaonkar
Director of Demand Generation at AudienceView
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