© 2022 Folloze

Case Studies March 2022

The Easiest and Most Powerful Buyer Experience Platform

© 2022 Folloze

Folloze; The Buyer Experience Platform

Empowers Frontline marketers to architect and deliver highly personalized digital experiences across the entire customer lifecycle!

Behavioral Analytics

(6 weeks) ~90% Engagement, 45% CxOs

(4 weeks) ~84% in 1:1 ABM, 47% in 1:Few ABM

Website/ in-app modules

Ad conversion Nurture

Live Events

Sales/ CS Engagement

© 2022 Folloze

Case Study 1:1 ABM, New Business

Higher Education Engagement Outreach

- Strategy: Reach all the account stakeholders and make

them aware of Oracle for higher edu (~7k contacts)

- Board created in Nov 2020 by Marketer

- 6-touch email campaign starting Dec 2020 on behalf of

the Seller

- 14% avg email open rates, surprisingly

thorough email replies

- 102 people engaged in with the board

- 68% of consumed multiple content items

- Account won February 2021!

© 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

Case Study 1:1 ABM, Existing Customer

● Results - 147 identified contacts

○ 32% EOP (5x higher as A test), 10% email conversion, 26% CTOR

○ Engagement: 211 total, 4 CTA clicks, 8 Super viewers, 59 viewers, 140 visitors , 51 viewed items, 280 opt ins

○ 3 campaigns/ emails / A/B testing

○ LinkedIn “Connect with” embedded, +50 new connections

● Campaign - Hyper-personalized 3 level orchestrated ABM campaign

● Audience - thousands contacts within the account, directly or indirectly engaged with Oracle

● Channels

○ Emails

○ Calls to ask for direct feedback

○ LinkedIn connects

○ Executive engagement

© 2022 Folloze

Case Study 1:1 ABM, Existing Customer

● Results

○ 11% CTA Clicks (registrations to the event)

○ 21% engaged with content

● Campaign - Omni channel outreach to drive registration to a custom webinar

● Audience - hundreds of contacts within the account

● Channels

○ Marketing automation email

○ BDR email

○ LinkedIn sponsored content

○ Executive outreach

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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 © Folloze 2021

ABM 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

● Deep insight enriching Marketing Automation

● 678 participants in 6 weeks

Semi-custom events

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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,...

© 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

Oracle; Strategic Account Win

Folloze Confidential

- Strategy: Reach all the member institutions

and make them aware of Oracle for higher

edu (~7k contacts)

- Board created by Marketer

- 6-touch email campaign on behalf of the

Seller

- 14% avg email open rates, surprisingly

thorough email replies

- 102 people engaged with the board

- 68% of engaged people consumed multiple

content items

- Account won In 3 months!

© 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

© 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

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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