Folloze Case Studies - July 2022
This deck highlights use cases and Folloze customer success stories.
© 2022 Folloze
Case Studies July 2022
The Easiest and Most Powerful Buyer Experience Platform
© Folloze 2021
● Broad use case coverage unlocked by feature and design richness
● Scaling marketing by empowering every frontline marketer to be self-served
● Personalization at massive scale in every single use case → from 1:1 to 1:∞
The Folloze Advantage; Personalized Experience Across The Entire Lifecycle
● Unparalleled insight depth harmonized across the entire buyer journey
● Unlocking marketing and sales working in unison
NurtureABM Landing Pages
Micro- sites
Resource Centers
Deal rooms
Corporate TV
Events
Drag&Drop
Personalization
Deep
Analytics
Unique
Identity Model
Design
Richness No
Code
Campaigning/
Orchestration
Secure Access
(2FA/SSO)
3©2022 Folloze
Goal and Segment
● Strategic accounts, position Oracle
solutions for industries, drive
Engagement and Conversion
● Outbound and inbound channels
(including Linkedin inmail)
Data
● Leveraging: Industry, intent,
technographic, role
● Generating rich behavioral/intent data
Business Results
● 24%-43% engagement with content
● 11% conversion of new contacts
● 15% high engagement with key content
assets (>5 mts)
● > $100M in generated pipeline
Record results via targeted marketing
© 2022 Folloze © Folloze 2021
EMEA & APAC Highlights
Use Cases ● Strategic Clients - 1:1 outreach global program
● Oracle CX - ABX-centric outreach with sales
engagement
Why Folloze ● Agility and ease of execution
● Scalable and customizable with different geos
● Strong 1:1 sales adoption & enablement
Highlights - very high engagement
● 2x email open rate, 4x CTR, 4x-15x engagement
● Vodafone - 37% engagement
● Safaricom - 46% engagement
What’s Next
● Focus on marketing to existing accounts
● Roll out to larger number of sales for better
engagement post-send
5©2022 Folloze
Program Highlights
● 300 accounts, 30% YoY Sales growth
● Land and expand, customer champions
● Memorable, fun
● Efficient
“Virtual Passport” Program Scope
● Tailored to strategic goals - customer’s and Qlik’s
● Informed by DB insights
● Virtual events, single/multi day, surrounded by highly
personalized content
● Including direct mail to home (opt in) before/after
● Co-branded, co-promoted
● Encourage future engagement
“Virtual Passport” Program Results
● Deep insight enriching Marketing Automation
● 678 participants in 6 weeks
○ average of 3 engagements per person
○ > 60% - first ever responders
● $1.6M - direct pipeline, $16M - indirect pipeline
Folloze throughout the Entire Digital Journey: Discovery → Subscribe→ Adopt → Expand
● Customer Resource
Centers
● 1:1 Personalization
● Value of Account
Team
● Industry Marketing
● Net New Names
● Sales Alignment
Help me solve
challenges
*US based Pharma and consumer goods
company
27% Token increase over past
two years
35 Meetings/intros into new
business sites
*Global Manufacturer of safety and air
control products
22% MAU Inc. Post EBA Sign
2 Meetings Scheduled
3 GEO’s Viewing (Global
Awareness)
*Global Chemical company
13% Increase in EBA renewal
66% MAU Growth
15 Meetings Scheduled
Results:Use cases:
© 2022 Folloze
High Impact 1:Few ABM Campaign Outcome:
- 82% email open rate
- 98% of email opens visited board
- Total View Time by USVA: 118 Hours
- 18 CTA Conversions out of 60 Accounts (30%)
Case Study 1:Few ABM, New Business
© 2022 Folloze
Case Study 1:Few ABM, New Business
● Business Results
○ 12 meetings (33% above goal)
○ 6 opportunities in pipeline (50% conversion)
● Campaign - Genesys and Google Cloud CCAI Government offer
● Audience - North American government agencies (State, Local, Federal)
○ Personalized to 20 target agencies
● Channels
○ 1:1 emails by 10 Genesys AEs (5 touches)
■ ~2000 individual contacts
○ 1:1 emails/LinkedIn InMail by 22 Google FSRs (5 touches)
○ Genesys Eloqua emails (2 touches)
○ Genesys Executive LinkedIn InMail (1 touch)
○ Genesys LinkedIn Ads
● Engagement - 147 identified contacts
○ Titles including CIOs and CTOs
○ Nearly 14 hours spent on the microsite and content
○ Repeat visits for up to 9 days
© 2022 Folloze © Folloze 2021
Program Context
● 50 enterprise customers
● Personalized omnichannel journey, portals,
bespoke content, events
● Qualitative & quantitative inputs
Program Results
● 5x more engagement / account
● 65% of engagements at VP or CxO level
● Pipeline generated: $160K/account
Enterprise ABM
© 2022 Folloze
Cisco; Global Accounts Nurture
Goal
● Increase Account Engagement within Premier Financial
Services Segment
Methodology
● Sales Leaders prioritize and select premier accounts
● Marketing Managers create an account portal on Folloze for
each account and generate campaigns for Account Manager
● Account Manager approves and launches campaign
Early success indicators
● Launched: 4 global financial institutions
● Open rates 11%-13% - increased rates for industry compared
to marketing automation open rates
● 50% of people who landed on the board engaged with content
● Over 10% conversion rates (4-5x industry average)
Next Steps
● Add touch points for launched accounts
● Apply tactics from top performing accounts to other accounts
● Launch additional accounts
© 2022 Folloze
ABM via Social Case Study
© Folloze 2021
● 41 Accounts Engaged
○ Average of 42 people per account
■ Dell: 238
■ Oracle: 211
■ Salesforce: 196
● 12 Account Conversions
○ Cisco, Citrix, Netsuite,...
● 12 Accounts Engaged With Content
○ Airgas, Nokia, Verizon,...
● 1700+ Visitors to the Folloze Board
○ Indeed, Motorola Solutions,
Thomson Reuters, VMware,...
Use Cases by Buyer Journey Phase T
o p
M id
d le
B o
tt o
m
Keyword: highly
trafficked topics
Targeting Criteria
Vertical:
ecommerce industry
audience by persona
Persona: assets
aligned to priority
personas
Content
Ecommerce pillar
page
Mobile
ecommerce blog
Ecommerce trends
blog Lots of others!
Future of retail
white paper
Use case demo
video
Ecommerce
customer ebook
Ecommerce
survey findings
Agile ecom
infographic Staples case study
Costa Coffee case
study
Gartner
composable
commerce report
Organic Search
Organic Social
Paid Search (non-brand)
Channels
Paid Social -
Prospecting
Paid Social -
Retargeting
SDR proactive outreach
© 2022 Folloze
Business Outcome Examples; 1:1 ABM
Closed Revenue Pipeline Generation Increased Annual Spend
$50M $10M $3M
Sales:
“With AT&T we generated a 1000+% increase NNACV ($4m to $50M) with just one campaign with
Folloze.
Sales:
“With Microsoft we’re seeing 560 net new leads, and 478 MQLs and $10M
influenced pipeline since deploying Folloze”
Sales:
“With Micron we’re accelerating over $750K per quarter in
quarterly spend with Folloze”
© 2022 Folloze
1:Many Outcome Example; Revenue Contribution model
Category KPI
Seller campaign emails in 2021 86,256
Seller campaigns in FY2021 1,521
Estimated OBO launches (10 sellers, 50% of the times)
~75
Email open rate 17.22%
Click To Open Rate 30.47%
CTA conversion 7.9-10.1%
Category KPI
Average CTAs/1000 emails (avg campaign size) 5.2
OBO campaigns/seller/year (assuming 1/month) 12
Accepted lead / Qualified lead ratio 70%
Incremental no. of accepted lead per seller per year (product of all lines above)
44
Average deal size $25,000
Incremental pipeline/ seller/ year $1.1M
Very Strong Engagement Levels Contribution model
© 2022 Folloze
There’s No Going Back
© Folloze 2021
Ability
“I didn’t have restraints, so I was able to build very customized messages and
run a campaign the next day.”
Sr. Marketing Manager @ ServiceNow
Agility
“You can personalize the experience for accounts, but you can also add
accounts very quickly. The time to market is just crazy off the hook.”
Sr. Manager of ABM @ FireEye
Adaptability
“We’ve got this flexible structure so we can really build a personalized
experience for our customers.”
Head of Global Programs, ABM @ Qlik