Nuvolo’s 1:Many Account-based Marketing (ABM) Approach
This is the final part of Nuvulo’s ABM Case Study. In this series, we have reviewed who Nuvolo is why ABM is important to them, their ABM strategy, and how they use both 1:1 and 1:Few ABM. In this post, we dive into Nuvolo’s 1:Many Campaign Approach and how they have successfully used it for Competitive Switching. I hope this series is useful to anyone practicing Healthcare B2B organizations.
Before we go into how Nuvolo implements its 1:Many ABM, let’s first have a better understanding of one-to-many ABM.
What Is One-to-Many ABM?
Also referred to as ABM at Scale, 1:Many programs are the cutting edge of ABM.
The basic principle is that you use intent data to identify accounts that are in-market for your solution.
In real-time, you target these accounts with personalized messages and get them to engage with you through experiences that are often tailored to them specifically.
As they engage with you, your sales team is equipped with better insight into their interests and able to convert them more easily.
Well, that’s the theory, anyway.
The reality is that while many practitioners of ABM at scale realize a very strong ROI, often greater than other strategies, for most, this is such a new area that they are still experimenting.
Nuvolo is a great example of one firm that has successfully implemented 1:Many ABM and is getting great results.
In fact, they put an extra twist on this and use 1:many ABM for competitive switching.
So how do they do this?
The 4-Steps of Nuvolo’s 1:Many Competitive Switching Program
#1. Identification of Competitors’ Accounts
Through in-depth research, Nuvolo has identified target accounts that use their #1 competitor’s solution.
Nuvolo identifies these 250 major accounts in Salesforce.
#2. Importing Named Accounts to Terminus
They then import the 250 target accounts out of Salesforce and into Terminus,
They run campaigns targeting those 250 named accounts out of Terminus.
#3. Targeted Ad Displays for 1:Many Campaign
They have integrated their Terminus account with a display network.
Using the Bombora intent data in Terminus, whenever somebody from any of the target competitor accounts searches for a particular intent topic, they see display ads that are targeted specifically at them.
#4. Competitive Switching With Banners & Landing Page
They have created very direct ad messages that communicate that companies are moving from the competitor’s platform to Nuvolo.
Anyone clicking these ads is linked to a web page specifically designed for anyone considering switching. The page includes:
- Why companies are switching
- The benefits of Nuvolo’s system
- Customer testimonials
- A side-by-side comparison
As a result of their ABM, Nuvolo’s sales continue to boom.
I hope this series has been helpful to you. Nuvolo has been implementing ABM for two years now.
They struggled for the first year. In the second year, they began to get meaningful traction.
It is now one of their biggest drivers of growth.
This case study was covered in detail in the Campaign Planning and Optimization webinar I ran with HIMSS.
You can also hear their VP of Marketing, Ben Person speaks as part of the ABM All-Stars Panel.
[…] my next post which will be the last on Nuvolo’s ABM Case study, I shall detail Nuvolo’ss 1:Many ABM […]