CLIENT SUCCESS STORY
Delivering Enterprise Class Account-Based Orchestration For Veeam®
Veeam® is the leader in backup, recovery, and data management solutions that deliver Modern Data Protection. Although the company’s roots are in the SMB space, Veeam is shifting its go-to-market strategy to target the enterprise space, focusing on approximately 1,400 accounts worldwide. Meredith Frick, Senior Marketing Manager for National Accounts, manages Veeam’s largest channel partners. Since Veeam is 100% reliant on the channel to drive sales, Meredith had to shift her marketing strategies to match the company’s.
MRP launched an account based marketing campaign in the southeast region with one of Veeam’s largest partners. A database was built and run through the MRP Prelytix platform to prioritize accounts by their stage in the buyer journey. Then, an account based engagement strategy consisting of a high impact direct mail campaign and an inside sales program was developed to target the most active prospects. Insights from the campaign natively flowed into Salesforce, enabling Veeam to track and analyze conversion rates and ROI.
According to Veeam, “The MRP campaigns are exceeding all our expectations. They are blowing the numbers out of the water. If we’re expecting 150 profiled leads, we’re getting 200. If we’re expecting 25 meetings, we’re getting 40. And we’re seeing conversion rates as high as 25%.”
It wasn’t long before the partners in the other regions got wind of the success of the MRP program, and it quickly went from a regional campaign to one on a national scale.
Conversion Rate: profiled leads to meetings