How TripleDart Transformed DocketAI's LinkedIn ABM Strategy to Achieve a 1:18 Spend-to-Pipeline Ratio

Client Overview

DocketAI is an innovative platform funded at over $20 million, focused on automating sales engineering through AI-driven solutions. They've developed tools designed to boost productivity and efficiency by streamlining meeting planning, execution, and follow-up processes. 

DocketAI Struggled to Effectively Reach and Engage Their Target Audience

They faced several critical marketing obstacles:

• Undefined ICPs and Campaign Structure: They lacked clarity in defining their Ideal Customer Profiles and had no structured campaign approach, leading to ineffective targeting and messaging
• Ineffective Ad Types and High CPL: Their ad strategy was misaligned with industry best practices, primarily using Lead Gen Ads focused on landing page conversions, resulting in high cost per lead and limited campaign scalability
• Fragmented Inbound/Outbound Funnel: Without a cohesive strategy for managing leads, DocketAI faced challenges in converting prospects and generating a robust pipeline

TripleDart Implemented a Comprehensive Mix of LinkedIn ABM Lite and Google Ads Strategies

Total Addressable Market (TAM) Identification: 

• TripleDart focused on identifying accounts likely to adopt DocketAI's solutions. 
• We applied filters such as industry mapping, employee size, product usage, and competitor analysis in alignment with DocketAI's sales team 
• Using tools like Zoominfo and Apollo, we mapped accounts using technologies critical to sales cycles and enablement processes 

This helped us identify accounts with high sales process activity where DocketAI's solution would address genuine pain points, creating a more targeted approach to their ideal customers.

Segmentation and ICP Definition: 

• Using intent signals from Factors.ai and LinkedIn, TripleDart segmented accounts based on engagement levels
• We further refined segments by employee size, recognizing differences in buying cycles and product adoption
• Working with DocketAI's product and sales teams, we developed messaging using the PAS framework (Problem-Agitate-Solution), highlighting specific sales stack issues, emphasizing the consequences, and positioning DocketAI as the solution 

This enabled the precise definition of ICPs and tailored, highly personalized messaging at both industry and persona levels.

Here’s a snapshot of our segmentation plan:

Campaign Orchestration and Messaging Optimization: 

TripleDart conducted A/B testing to refine messaging for lead generation campaigns, ensuring alignment with each segment's preferences. Through continuous optimization, we generated demand, qualified leads, and built DocketAI's pipeline with targeting that resonated with their specific audience segments.

Results

The strategic interventions led to significant outcomes:

• Spend-to-Pipeline Efficiency: We achieved a spend-to-pipeline ratio of 1:18 within the first month, reflecting our targeted approach and efficient spend management

• Cost Per Lead Reduction: CPL reduced by over 50% in 45 days, highlighting campaign optimization and enhanced lead quality

• Achieved an SQL Conversion Rate of 37% within 5 months

‍

• Campaign Insights:
  
  • LinkedIn Campaigns: $12,000 invested in cold outreach generated 2,000+ engagements and web visits, with an engagement cost of just $6.‍
  • Google Search Ads: Generated 16 leads with a CPL of $340, providing insights for further lead qualification improvements

Docket Testimonial

“I would 100% recommend TripleDart,” says Arun Lal, VP of Marketing at DocketAI.

‍

‍

Team Behind This Success

• Sabarinathan - Account Director: Provided strategic oversight and client relationship management
• Hemant Kumar - ABM Lead: Drove the account-based marketing strategy and implementation
• Reva - PPC Lead: Managed the pay-per-click campaigns 

Through strategic collaboration, TripleDart successfully repositioned DocketAI's marketing efforts, delivering measurable results aligned with their growth goals.

Looking for similar results for your brand?

TripleDart Digital has the expertise and innovative strategies to elevate your digital marketing efforts. Connect with us today and experience the difference.