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Sprinklr + Factors.ai: Scaling Enterprise ABM with Precision and Confidence
15%
of the enterprise pipeline influenced by LinkedIn
205k
in budget savings unlocked by using SmartReach
1.5M
impressions reallocated to maximize coverage
Sprinklr is the world’s definitive, AI-native platform for Unified Customer Experience Management, empowering brands to deliver extraordinary experiences at scale — across every customer touchpoint. Headquartered in New York City, Sprinklr partners with more than 1,900 enterprises — including Microsoft, P&G, and Samsung.
Sprinklr has been at the forefront of using data-driven digital marketing to engage and influence senior decision-makers across its target accounts.
We sat down with Arun Pattabhiraman, Chief Marketing Officer, to learn how Sprinklr partnered with Factors.ai to elevate its LinkedIn-driven ABM strategy and translate marketing performance into measurable business outcomes.
Sprinklr’s 2025 growth strategy focused on deepening relationships with global enterprise customers while acquiring new logos. LinkedIn was a cornerstone of this effort — the channel of choice for reaching senior executives and complex buying committees.
But enterprise-scale ABM comes with unique challenges:
- Attribution Limitations: Sprinklr used LinkedIn’s native reporting to track campaign performance metrics like impressions, clicks, and conversions. But as an enterprise running large-scale ABM programs, they needed deeper insights into how ads influenced entire account journeys, from pipeline creation to revenue and customer expansion.
- Audience management complexity: Sprinklr’s team ran ~30 campaigns on average, across regions. They had to manually segment accounts, then match company names to domains and update lists in LinkedIn Campaign Manager every four to six weeks. This process was time-consuming, error-prone, and inefficient at scale.
- Ad reach distribution: While LinkedIn offers dynamic lists with account-level caps, managing balanced impressions across dozens of campaigns and regions remained complex, resulting in some accounts receiving disproportionately high impressions while others were underserved.
“In enterprise marketing, events and digital touchpoints must work hand-in-hand. LinkedIn allows us to engage accounts early in their journey, and events accelerate that engagement. The challenge is proving this connected journey in a way sales and leadership can trust.”
Arun Pattabhiraman
Chief Marketing Officer, Sprinklr
Sprinklr sought real-time, actionable insights to demonstrate LinkedIn Ads’ influence on buyer journeys and pipeline, instilling confidence among leaders in LinkedIn’s impact.
1. Holistic View of LinkedIn Ads Performance
In addition to LinkedIn Ads’ native reporting, Sprinklr needed something that gave them real-time, granular insights into LinkedIn Ads’ performance.
Factors gives them a complete, multi-touch view of an account, and a way to track how prospects move across LinkedIn Ads, organic, and paid search. This helped them demonstrate how different campaigns contribute to pipeline creation and acceleration, and where investment is paying off.
Factors enables them to analyze how accounts engage before and after viewing ads. This makes it easier to decide whether to continue investing in certain accounts or reallocate budgets.
“These dashboards validate whether our strategy is working. It’s easier to decide which campaigns to double down on and which to pause.”
— Arun Pattabhiraman
2. Precision Targeting Through Audience Sync
Sprinklr takes a structured, data-driven approach to audience targeting. Their RevOps team curates a base account list aligned with sales priorities. Spend allocation within this list is guided by buyer stages and intent scores. Audiences are further segmented by seniority, and persona.
With Factors, the entire process is automated: they can now filter and segment accounts, match domains accurately, and sync audiences to LinkedIn daily. This enables precision targeting at scale and supports strategies like upselling existing customers, re-engaging CXOs from events, and nurturing new enterprise accounts.
“Thanks to Audience Sync, we can quickly slice accounts by intent, persona, and seniority. It makes precise targeting so much easier.”
— Arun Pattabhiraman
3. Balanced Ad Distribution & Improved Spend Efficiency
Sprinklr’s digital marketing team identified a minimum impression threshold that, if not met, risked slowing down deal velocity. They found that accounts with fewer than 1,000 impressions were less likely to progress efficiently through the pipeline, providing a clear benchmark to guide campaign adjustments.
With Factors.ai, they optimized impression distribution to ensure more accounts crossed this benchmark — directly influencing 15% of pipeline value via LinkedIn. To further drive efficiency, the team applied account-level frequency capping through Smart Reach, saving 1.5M impressions and $205K in ad spend.
“Smart Reach has been key in saving ad spend for us. It prevents overspending on large accounts.”, says Arun.
4. Scale Campaign Performance with CAPI
Factors’ integration with LinkedIn Conversion API (CAPI) allows Sprinklr to send conversion events—like MQLs, SQLs, website sessions, and offline actions to LinkedIn in real time. This bypasses the need for third-party cookies, ensuring accurate and complete tracking even as browsers limit cookie usage. This ensures accurate conversion tracking, real-time optimization, and scalable campaign performance.
Solution
- 15% of the enterprise pipeline influenced by LinkedIn — driven by accounts that received 1,000+ impressions and progressed significantly faster through the funnel.
- $205K in budget savings unlocked by using SmartReach to cap ad impressions per account, and
- 1.5M impressions reallocated to maximize coverage and engagement across priority accounts
Beyond the technology, Sprinklr also highlights the partnership-driven approach of the Factors.ai Customer Success team.
“The Factors.ai Customer Success team has been an extension of our own — responsive, consultative, and always proactive in delivering the custom reports and insights we need at speed. Their partnership has been instrumental in helping us move quickly and confidently.”— Arun Pattabhiraman, Chief Marketing Officer, Sprinklr
"Factors has given us the clarity we always needed with LinkedIn Ads. We can see how campaigns influence every stage of the buyer journey, prove the revenue impact, and optimize spend with confidence. The results have been remarkable, and the support from their team makes the whole experience seamless.”
Arun Pattabhiraman
Chief Marketing Officer, Sprinklr
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