Everstage's Road to 2.5x Sales Engagement and Enhanced ABM ROI with Factors.ai

Challenge

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 data on the accounts engaging with its web properties.

Difficulty in Understanding Sales Funnel Conversions

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.

Manual Conversion Rate Tracking Across Multiple Platforms

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.

Inefficient Tracking of ABM Campaigns

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.

Insufficient Insights on Account Interactions

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.

Low Match Rate with Previous Tools

Before Factors.ai, Everstage had used two account identification tools to help understand the impact of its ABM efforts. One tool was a startup solution and the other was enterprise. It first tried the startup solution but found it inadequate due to its low account match rate. Then it tried the enterprise solution, but faced the same problems - and paid a much steeper price to use it.