Understanding Nuvolo’s ABM Strategy and Targeted Campaigns
This is part 2 of the 5-part series, delving into Nuvolo’s strategy. In the last post, I gave an overview of Nuvolo and how they approached ABM. In this post, I’ll explore Nuvolo’s ABM Strategy by detailing the different techniques that they use to drive their campaigns.
Further, I’ll give some insights into how they use data to identify, segment, and sharpen their target account lists, of best fit accounts, in real-time.
Nuvolo’s ABM Strategy – 3 Forms of Campaigns
In its strategy, Nuvolo uses all three flavors of ABM: 1:1 or strategic ABM, 1:few or segment-specific ABM, and 1:Many, which is also known as “ABM at Scale”.
#1. One-to-one ABM Strategy
In implementing One-to-one ABM, each quarter, Nuvolo’s sales and marketing teams together select 5 to 10 of their largest best-fit target accounts for 1:1 campaigns.
This is a highly targeted campaign characterized by customized content and branded website
# 2. One to Few ABM Strategy
In their 1:Few ABM strategy, Nuvolo targets clusters of accounts based on interest in topics that relate to their solution sets. In order to identify their area of campaign interest, they use intent data
For instance, accounts with facilities management as their common intent and interest would be identified for a segment-specific campaign about Nuvolo’s facilities management offerings.
#3. One-to-Many ABM
Finally, Nuvolo uses One-to-many campaigns as part of its ABM strategy to target hundreds of accounts.
Because Nuvolo uses intent-based experiences, they can easily identify and engage “in-market” prospects using Bombora’s intent data.
Nuvolo’s Target Segmentation
The foundation of Nuvulo’s ABM Strategy is how they segment their data to identify best fit accounts. In fact, this approach underpins their ABM campaigns.
They segment their data first based on the use of Service Now. Nuvolo, therefore, works on top of the Service Now platform. Therefore, this is an important first filter.
They then segment their targets by industry to identify accounts in Healthcare, Life Sciences, Financial Services, and Retail. They also apply a size filter.
Nuvolo then gets clever with its ABM strategy. Using Bombora’s intent data via Terminus, Nuvolo identifies “in-market” accounts based on 50+ topics that indicate an account’s active interest in purchasing a solution like Nuvolo’s.
Further, as part of its ABM strategy, Nuvolo has a list of its competitors’ accounts. So, by adding this into the mix, they can easily target these accounts with competitive switching campaigns.
In my next post will focus on Nuvolo’s One-to-One ABM Campaign. I was blown away by how they create custom-branded websites for each top target.