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How Multiplier Gained Complete Account Engagement Visibility with Factors.ai

In conversation with Prajak Kumar Das, Marketing Analytics Lead at Multiplier

INDUSTRY

Human Resources & Payroll

REGION

Global

SOLUTIONS

Account Identification, Account Scoring

Multiplier helps simplify global hiring. They act as an employer (EOR) in 160+ countries, letting their clients hire talent without local legal setup. They're also building global payroll system. Their goal? Become the complete HR software solution. 

Read to learn how Factors.ai helped Multiplier gain insights into account engagement with their online properties and scale their outbound efforts. 

Multiplier’s visibility struggles

With Google Analytics 4 migration, we lost visibility into 94% of our website traffic. We can't identify high-intent leads or personalize outreach, hindering our ability to see if we’re attracting the right set of accounts to our website and grow outbound efforts.

Prajak Kumar Das

Marketing Analytics Lead at Multiplier

Multiplier's marketing efforts were a powerhouse, generating a staggering 80% of their overall revenue.  Inbound marketing, in particular, thrived, driving a remarkable 90% within that figure. Their website, therefore, was a crucial engine for lead generation.  

An effective way for them to boost revenue was by improving conversions on the website. 

But the company had just about 6% visitor to form fill rate—which meant 94% of their website traffic was anonymous. 

To remedy this the team used a tool inside Google Analytics that provided them with a 'client ID' that could be mapped in CRM to track the user's engagement. 

Unfortunately, the release of Google Analytics 4 (GA4) disrupted this process. GA4 utilizes a "user pseudo ID," an anonymous 22-digit identifier that doesn't map to any system providing visitor identification. This left Multiplier with a significant blind spot.

This means the team now had NO rich insights into who was landing on their website. Was the traffic from ICP accounts or was it irrelevant? What were these visitors doing on the website? How did they engage with them on other channels? 

This resulted in a blind spot for the team. That resulted in challenges like:

  • Loss of user insights: Basic information like location, browser, and time spent on the site remained available, but crucial details like company affiliation and engagement history were lost.
  • Hampered lead nurturing: Without the ability to identify high-intent leads, effectively tracking user journeys and personalizing marketing outreach became impossible. 

To bridge this knowledge gap, Multiplier explored implementing an enterprise Account Identification platform. This held promise, offering the ability to identify and map the engagement of companies visiting their website.

But that hit a roadblock, too. 

  • Firstly, the platform's hefty price tag, exceeding $60,000, significantly exceeded their budget.  
  • Secondly, the feature set beyond account identification proved to be largely irrelevant to their needs.

But the challenges didn't stop there.

The team wanted to grow outbound motion to take a bigger piece of the revenue mix, but neither their existing set-up nor the enterprise account identification tool could help with the goal. 

They needed a solution that could help them identify high-engagement accounts, understand the effectiveness of campaigns, and determine if outbound was working. 

A solution like Factors.ai.

How Multiplier uses Factors.ai

Factors helped us bounce back better. We now identify a greater portion of our website traffic, gaining deeper prospect insights and engagement data. Automated workflows drive conversions, and ROI analysis fuels data-driven decisions.

Prajak Kumar Das

Marketing Analytics Lead at Multiplier

Factors promised to solve all of the challenges the team was facing. 

Starting with the fact that Factors could identify the firmographic details of website visitors at an account level. Helping Multiplier understand the amount of ICP traffic they received, information on the companies [industry, location, employee size], and helped map the engagement at a user and account level. 

Factors also helped Multiplier set up a warm outbound motion. To set it up, Prajak Kumar Das (primary user) and the Factors CSM collaborated to set up website-level visitor identification. This involved tracking 200 key pages and identifying accounts visiting them.

Here are the three key automations they set up:

Lead nurturing: When a visitor filled a form on any of the pages, Factors passed their company’s firmographics information alongside past engagement information to BDRs to use for their reachouts. 

Closed-lost opportunity revival: If existing accounts in the CRM marked as "closed-lost” revisited the website or engaged with Multiplier on other channels, the automation worked to:

  • Identified the region of the user engaging
  • Figured out the relevant sales person who owned the account
  • Send real-time alerts to the appropriate regional Slack channel (North America, APAC, India), informing the account owner about potential revival

New account creation and lead assignment: If a new account visited any of the 200 tracked pages but wasn't in the CRM, the automation:

  • Identified the account's region
  • Created a new account in the CRM
  • Assigned the account to a BDR in the corresponding region for follow-up and passed all relevant information to them

Beyond automation, Factors empowered Multiplier with improved marketing campaign ROI reporting. Factors broke down data silos, allowing the team to combine data from various sources (website, CRM, LinkedIn, etc.) into a single report. This holistic view of the customer journey provided valuable insights. 

For example, they could easily generate reports to identify accounts that visited a specific high-intent page on their website and were marked as "closed-won" in the CRM. Additionally, they could see which accounts were potentially converted thanks to a LinkedIn ad campaign. This data-driven approach helped justify marketing program investments and seamlessly unified website browsing data, Factors data, CRM data, and more. 

The Results

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Future Plans

Multiplier aims to leverage Factors.ai to:

  • Supercharge LinkedIn Advertising: By using Factors.ai's LinkedIn campaign management capabilities, Multiplier can ensure its ads reach the ideal customer profiles. Factors.ai's analytics go beyond clicks, utilizing view-through attribution to provide a clearer picture of campaign effectiveness, allowing for better reporting and optimization.
  • Empower Outbound Sales: Factors.ai's data and prioritization features will empower Multiplier's outbound sales team to target a higher volume of relevant accounts more effectively. This will enable them to prioritize leads and personalize outreach for better results.

Thank you to our friends at Multiplier for sharing their story.

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