TALES OF CUSTOMER SUCCESS
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SOLVE IT STORIES
How LeanData helped Snowflake reduce lost leads, improve
response times, and increase booked meeting rates.
THE CHALLENGE
Snowflake is a data cloud company that enables customers
to build data-intensive applications without operational burden.
The company was growing quickly, in part because of its ability to
execute an account-based strategy with resources focused on a set
of target accounts. The Director of Account-Based Marketing (ABM)
had spent the past 3-4 years building a team of 12 employees
squarely focused on account-based marketing. With the adoption
and growth of ABM strategies, there was a need for account-based
sales development teams, since sales was not always aligned or
aware when leads from their target accounts were acting on
marketing campaigns. Having no account connection with the Sales
Development Representatives (SDR) other than "here are some
buying signals from intent data" resulted in slower than desirable
sales cycles and lost deals and revenue.
THE OPPORTUNITY
Businesses often need the ability to get leads to the right
rep, enabling effective ABM orchestration between
marketing and sales.
HOW DO THEY ...
· Assign SDRs to target accounts and automatically match
incoming leads to the correct account while informing
the assigned account owner?
· Enable SDRs to be more strategic in their outreach to
contacts, responding promptly to inbound messages
with personalized communications to create
a better buying experience?
· Decrease customer churn due to the positive
experience of the correct SDR contacting them?
In the case of Snowflake, it needed a solution that would
provide more account data to reduce its lost leads, improve
response times, and increase "booked meeting" rates. It was
able to do this with the help of LeanData.
In my opinion, you cannot do
an account-based strategy
without the core functionality
around lead-to-account matching.
LeanData plays a massive role in
quickly identifying and routing hot
inbound leads to the correct
account owner.
Lars Nilsson
VP, Global Sales Development
