How we helped increase the number of completed surveys in an ABM campaign for a SaaS B2B customer

In the B2B SaaS market, the key to success is precise targeting and engagement of key decision makers. Our agency, working with a SaaS client, implemented an advanced Account-Based Marketing (ABM) campaign, which not only exceeded expectations, but also doubled the expected results. Thanks to our strategy, the client achieved more than twice the conversion rate, strengthening its position in the markets of Central and Eastern Europe.

Challenges

Reaching narrowly specialised procurement committees in the IT industry in several European markets.
Effective communication of the value of completing the survey.
Optimize campaigns on budget while scaling conversions.

Objectives

Obtaining a minimum of 50 completed surveys from decision-makers in IT companies.
Build and execute a precise ABM campaign targeting specific positions in companies in five European markets.
Create valuable content that generates leads at the same time.

What exactly did we help with?

For our client, a B2B SaaS company offering cost optimization software, we implemented an ABM campaign aimed at purchasing committees in software development companies in the Hungarian, Romanian, Polish, Croatian and Bulgarian markets.

The campaign was based on the co-creation of a report on financial management in IT companies. A unique element of this campaign was to offer participants a personalized report that compared their company against the competition.

Our activities included prospecting, building a communication funnel and implementing PPC campaigns using LinkedIn Ads. Thanks to precise targeting and constant optimization, the campaign has achieved impressive results.

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findings

223 conversions, i.e. clicks on the survey form.
110 completed surveys, which means establishing closer relationships with key decision-makers.
More than doubled the goal of the campaign, which was to obtain 50 completed surveys.

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