Understanding how large enterprise organisations buy SaaS to create an ABM driven Buyer Experience
Userlane are a rapidly growing Digital Adoption Platform (DAP) provider. Their intelligent HEART analytics product helps enterprise organisations to analyse and optimise their software investments (e.g. SAP, Workday).
As a sales driven organisation, Userlane were looking for help to enhance their marketing strategy, which had previously focused predominantly only on CIOs as the IT Decision Maker.
Our role was to help Userlane to understand the wider ecosystem of job functions within large enterprise organisations who influence the buying decision.
Using our Marketing Accelerator™ methodology, we conducted stakeholder and customer interviews, supplemented with research from trusted contemporary sources, to define the audience ecosystem and detailed audience personas.
Once validated, we developed a comprehensive Buyer Journey map, which detailed the different types of Buyer Journeys experienced and took into account the needs for our ecosystem of ABM audience personas, both decision makers and influencers.
Using our Buyer Journey map, we are engaged on a retained basis to optimise Userlane’s existing campaigns, as well as planning additional marketing activities to support category and brand awareness, sales, and customer upsell opportunities.
The Metacortx team’s experience and approach to B2B marketing has driven a positive change in the way we engage and convert audiences.
They deliver every time, and the whole team enjoys working with them.
DISCONNECTED EXPERIENCES DON’T CONVERT
