Overview
Invoca Triples Engagement and Increases Average Contract Value with ABM
Invoca, a leading provider of call analytics, faced a critical challenge: its sales reps were spending too much time on lower-value opportunities due to a long and complex sales cycle. The team decided to implement an Account-Based Marketing (ABM) strategy to focus on higher-value accounts. However, barriers in the customer journey were preventing prospects at these target accounts from fully engaging with content and understanding the value of Invoca’s solution. The team knew they needed to provide a frictionless experience to help prospects self-educate faster.
The Challenge
Focusing on High-Value Accounts with a New ABM Strategy
Invoca’s inbound tactics were not effectively supporting their new ABM strategy. Prospects at key accounts faced a customer journey filled with barriers, such as hard-gated content, which resulted in low average engagement time. This made it difficult for them to fully absorb the information needed to move through the funnel. The sales and marketing teams needed a way to remove this friction and deliver a seamless experience that would help high-value prospects self-educate and binge on content at their own pace.
The Solution
Removing Barriers to Accelerate Self-Education
The team shifted its strategy by moving away from hard-gating content with forms. Instead, they began using PathFactory to quickly and easily build ungated collections of relevant content. These bingable content experiences created seamless sequences of information that supported different stages of the customer journey. Unlike traditional drip email nurtures that send one piece of content per week, this new approach allowed prospects to binge on content and self-educate faster.
This ability to create account-specific content experiences greatly improved sales and marketing alignment. The marketing team could now provide sales with a tool to deliver personalized, bingeable content to their target accounts, ultimately leading to more impactful engagement.
The Results
Tripling Engagement and Saving Hundreds of Hours
The new ABM strategy delivered significant and measurable results for Invoca. The frictionless experience led to a 3x increase in content engagement from target accounts, directly supporting the company’s ABM goals. This strategic shift not only delivered a better customer experience but also had a direct impact on the business’s bottom line. In just two years, the average contract value (ACV) of deals with target accounts increased by an impressive 132%. Additionally, by using PathFactory to easily build and deploy content tracks, the marketing team saved over 200 hours of web developer time, demonstrating the platform’s efficiency and scalability.