In conversation with Anirhudh Sridharan and Adithya Krishnaswamy from Everstage
increase in matching ABM accounts vs. previous solutions
Surge in sales email engagement from prospects
Identified underperforming pages for improvement
https://www.everstage.com/
Sales Commission Management
Global
ABM, Account Identification, Integrations
Everstage is a sales commission software that helps you drive the right business outcomes through incentives. Sales commissions, despite being a large business expense, is often a revenue lever that is not utilized to its full potential. Everstage helps you uplevel your incentive program and drive profitable growth.
Read on to learn how Factors.ai boosted Everstage's ABM ROI by streamlining data analysis, optimizing campaign processes, and enhancing sales outreach.
Converting traffic into sales is like piecing a jigsaw puzzle. Manually tracking accounts and monitoring campaign data felt like chasing shadows. Incomplete data and bot traffic muddied the water, making it hard to see our true impact. Tools were supposed to help, but with their low account match rates, we were often left in the dark. We needed something better.
Anirhudh Sridharan
Lead, Pipeline Marketing at Everstage
Everstage faced multiple challenges around its marketing and sales funnels before transitioning to Factors.ai. These included the labor-intensive task of understanding and tracking conversion rates across various platforms such as Google Analytics and HubSpot, an inability to track the performance and impact of ABM campaigns efficiently, and a lack of comprehensive insights into how various accounts interacted with their website content. The tools Everstage previously relied on fell short of providing accurate, real-time, and account data.
Everstage struggled to analyze what was happening with the traffic they generated. The task involved evaluating how each website page or piece of content was performing, requiring thorough reporting. These manual reporting processes were cumbersome and time-consuming, hindering their ability to optimize the user journey quickly.
Everstage used Google Analytics and HubSpot for traffic analysis. However, understanding conversion rates required manual efforts like filtering out URLs in both platforms and then looking up the data. This approach was not only inefficient but also likely to result in inconsistent and incomplete data analysis.
Everstage ran ABM campaigns across paid channels. Despite the campaign efforts, they struggled to track whether they were making an impact. Relying solely on LinkedIn's click-through rates or HubSpot's reporting, the company was vulnerable to misleading data due to bot traffic. The lack of real-time insights and leading indicators made it hard to adjust strategies promptly, negatively affecting the campaigns' effectiveness.
Everstage discovered that about 35% of their ABM accounts ended up on their website, and within this subset, about 10% would land on their homepage or demo page. The remaining accounts would navigate to blogs or other content. The existing solution could only export all accounts/companies that visited a specific URL, and lacked the ability to provide a detailed breakdown of the pages visited by an account in a single place.
Before Factors.ai, Everstage had used a similar account identification tool, but found it inadequate due to its low account match rate and insufficient data sources. Despite temporarily using another enterprise solution, they found it lacking in identifying all accounts to their site, pushing them to consider Factors.ai as a solution.
With Factors.ai, we're no longer in the dark. The data consolidation is like magic, no more juggling multiple platforms. Our ABM campaigns and, thus, our outreach got a big big boost in performance. In short, it's our single source of truth.
Anirhudh Sridharan
Lead, Pipeline Marketing at Everstage
Factors.ai has proven to be a game-changer for Everstage in a variety of areas, particularly around Account-Based Marketing (ABM) campaign optimization, sales funnel conversion understanding, multi-platform data consolidation, and detailed account behavior analysis. With Factors.ai, Everstage gained deeper insights into every account that helped them extract more ROI from their ABM campaigns.
The Funnel Report provided by Factors.ai allowed Everstage to gain a clear understanding of their webpage performance and conversion rates. This detailed report empowered them to identify poorly converting traffic segments and develop strategies for improvement, providing actionable insights to enhance conversions.
Factors.ai emerged as a singular, comprehensive tool for Everstage, effectively replacing the need to manually check multiple platforms such as Google Analytics, HubSpot, Google Ads, spreadsheets, Bing Ads, and LinkedIn. It streamlined the task of understanding conversion rates and page performance and provided vital metrics like impressions, clicks, and drop-off rates.
Factors.ai significantly streamlined Everstage's ABM campaign process. It provided precise identification of account activity on the website, which, when combined with LinkedIn, G2, and CRM data, helped Everstage score accounts based on custom fit and intent logic. This resulted in the company being able to target only the accounts showing interest, thereby improving the effectiveness of their campaigns.
Factors.ai provided an account-wise timeline showcasing their activities on the website. This detailed breakdown replaced the previous need to manually export and compare data for each URL, offering insights into potential areas of growth for their ABM efforts.
The insights provided by Factors.ai contributed to a significant increase in outbound engagement rates. The BDRs could precisely target key job profiles in the right accounts at the right time with personalized emails that led to a 2.5x jump in engagement from prospects.
Factors.ai's ability to integrate multiple data sources, including Google Ads, G2, Facebook, LinkedIn, and website data, making it the single source of truth for Everstage. Their approach of bringing all data back into Factors.ai ensured a consolidated, clear, and comprehensive picture of their business operations and performance.
Everstage's sales team uses data from Factors.ai to boost response rates and optimize their outreach. The team cross-references daily data extracted from Factors with their Account Based Marketing (ABM) list. Through this process, the team identifies which pages specific companies visited on their website. This information allows the team to personalize their messages to prospective clients, leading to a 2.5x surge in response rates.
The team begins the process by exporting daily data from Factors.ai. The data is then compared with Everstage's ABM list to identify potential high-intent accounts.
The team begins the process by exporting daily data from Factors.ai. The data is then compared with Everstage's ABM list to identify potential high-intent accounts.
The team begins the process by exporting daily data from Factors.ai. The data is then compared with Everstage's ABM list to identify potential high-intent accounts.
The team begins the process by exporting daily data from Factors.ai. The data is then compared with Everstage's ABM list to identify potential high-intent accounts.
The team begins the process by exporting daily data from Factors.ai. The data is then compared with Everstage's ABM list to identify potential high-intent accounts.
increase in matching ABM accounts vs. previous solutions
Surge in sales email engagement from prospects
Identified underperforming pages for improvement
Factors.ai delivers us the best ROI in our Martech stack. The wealth of data and granularity helps us collaborate better with our BDR teams to ensure we do intent-based outreach and make every marketing dollar count.
Adithya Krishnaswamy
Head of Marketing at Everstage
Everstage aims to leverage Factors for growth and marketing success. Plans include utilizing Factors for advanced account prioritization, real-time intent data, and seamless Hubspot integration. They'll also harness Factors data for targeted webinars and campaigns. Experimentation with different intent data sources from Factors will enhance pipeline and sales potential.
Our appreciation goes out to our friends at Everstage for letting us be a part of their success story!
Get the latest best practices in Marketing Analytics
delivered to your inbox. You don't want to miss this!!