MuSigma witnessed an 8x increase in SQLs from ABM at one-third of the spend incurred on other channels

Mu-sigma is the world’s largest pure-play BigData analytics and decision science company that partners with over 140 Fortune 500companies to enhance their analytical and decision-making capabilities. The brand catersto building an ecosystem to amplify productivity and find meaningful solutions by bringing together people, processes &platforms. MuSigma’s mission is to establish and institutionalise a fundamentally new approach to decision-making called the ‘Art of Problem Solving’ designed for the incredible pace of transformation that businesses experience today.

MuSigma approached TripleDart to felicitate Demand Capture among the fortune 500companies via Account-Based Marketing(ABM). Until then, MuSigma had explored Paid Social only to attract talent and not to drive new business. TripleDart started the engagement by analyzing the Account Book and the Personas that serve as an ICP for MuSigma.

Problem:

Before engaging with TripleDart MuSigma,

• Relied primarily on Opportunities driven by BU Heads, this was highly unpredictable and not a scalable engine
• Almost 60% of the marketing spend was incurred on physical events and felicitating internal champions within each account
• No roadmap on scaling the brand per the digital transformation taken over by the industry
• Inadequate use of brand assets which can garner relatable conversations with the personas targeted

Challenges:

The primary challenges encountered by the TripleDart team while implementing and scaling ABM for MuSigma includes,

• Defining the campaign structure was tedious as this was the inception of all demand gen and demand capture for MuSigma from Paid Social
• We had to follow rigid targeting to felicitate all the accounts and personas highlighted across different industries and geographical regions
• Measuring the primary conversion goals was complex as there was no baseline metrics to gauge the performance before and after the launch of ABM Campaigns
• We had to spend significant amount of time on active target manoeuvring and down-the-funnel tracking
• Liaised with the internal stakeholders and worked on creating gated content from scratch

Strategy:

We started with monthly projections to enableoptimal scaling across the funnel as we had tobe conservative on the spend until ABM provedto be a scalable engine for MuSigma. Within thefirst two months, we were able to successfullymeet the projections.

Here’s a breakdown of how we did it,

• Our primary goal was to hit the rightpersona based on the intent. We funneled campaign as Awareness, Consideration and Conversion stages to gauge the confidence score for each lead/account based on the impressions recorded and form fills.
• We also drafted several email-only and multi-channel outbound campaigns and launched them from the official accounts of BU heads at MuSigma to initiate direct conversations with these leads.
• The messaging and channel for Outbound was proactively catered to align with the intent captured from the lead or the account. We also went another level deep to identify highly engaged accounts from eac week and performed a lead-gen to identify corresponding prospects from them to reach out over Hyper-personalised InMails.
• Launched restructuring and retargeting campaigns based on the intent to control the budget, communication, and target.
• Weekly audit was performed to identify performance of Paid Campaigns and how they were scaling against the Outbound Campaigns launched across Emails and InMails

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