MoveInSync ABM Case Study: Driving Engagement and Sales Opportunities through Targeted ABM

Client Overview:

MoveInSync engaged us to implement Account-Based Marketing (ABM) strategies for both platforms. This case study highlights the results from the ABM outreach conducted between March and April 2025, targeting key decision-makers across various industries for both MoveInSync and WorkInSync.

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Key Objectives:

1. Increase Engagement with Key Accounts: Target high-level decision-makers in relevant industries, generating SQLs (Sales Qualified Leads) for both MoveInSync and WorkInSync.
   
2. Maximize Conversion to Opportunities: Transition SQLs to Opportunities by nurturing leads and engaging decision-makers in both the transportation and workplace management sectors.
   
3. Optimize Channel Performance: Evaluate the effectiveness of Dripify and Instantly platforms to determine the best outreach channels for each product.

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Campaign Breakdown for MoveInSync and WorkInSync

The ABM strategy was executed using two platforms: Dripify and Instantly. Below is a summary of the ABM outreach performance for March-April 2025 for both MoveInSync and WorkInSync:

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Overall Performance for Both Products:

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1. Platform Performance Analysis

The outreach was executed across Dripify and Instantly platforms. Below is a breakdown of performance per platform:

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Insights:

• Dripify showed higher engagement, generating 38 SQLs and 21 opportunities for MoveInSync and WorkInSync, compared to Instantly, which generated 2 SQLs and 1 opportunity.
  
• The reply rate on Dripify was 25.82%, which indicates better performance compared to Instantly at 0.46%.

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2. Campaign Performance Breakdown

Here’s a detailed breakdown of the ABM outreach performance for MoveInSync and WorkInSync, segmented by key product areas:

Campaign: MoveInSync (Transportation & Employee Commute)

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Insights:

• MoveInSync's Transportation and Employee Commute campaign performed well on Dripify, generating 33 replies, 11 SQLs, and 6 opportunities.

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Campaign: WorkInSync (Workplace Optimization)

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Insights:

• The WorkInSync campaign also showed strong performance, generating 18 replies, 3 SQLs, and 2 opportunities on Dripify.

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3. Industry Insights

• Industries with the Most SQLs:
  
  • Transportation and Admin & Facility industries performed well for MoveInSync. For WorkInSync, industries like Digital Transformation and Procurement saw the highest number of SQLs.
    
• Industries with Low Interest:
  
  • Logistics and Supply Chain industries saw a higher number of Not Interested replies. Adjusting the messaging for these sectors could help improve engagement.
    
• Job Titles:
  
  • Senior roles such as Directors, Product Managers, and Sales Managers showed the most engagement. Moving forward, these positions should remain the key targets for outreach.

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4. Key Takeaways and Optimization Recommendations

Successful Elements:

• Dripify's Success: Dripify continued to perform strongly, generating 54 SQLs and 30 opportunities across both products (MoveInSync and WorkInSync).
  
• Targeting Key Roles: Senior-level decision-makers, such as Directors and Product Managers, were highly engaged, resulting in strong SQL conversion rates.

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Areas of Improvement:

• Industry Targeting: While the Transportation and Admin & Facility sectors performed well for MoveInSync, other sectors like Logistics and Procurement showed less engagement. Refining messaging for these industries could improve response rates.
  
• Optimizing Instantly: Instantly showed low engagement, especially in the WorkInSync campaigns. Consider refining email targeting or adjusting outreach strategies for better performance.

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Conclusion

The ABM outreach for MoveInSync and WorkInSync generated solid results, particularly with Dripify. The campaigns focused on senior decision-makers and key industries, leading to the generation of SQLs and the creation of opportunities for sales teams. Moving forward, the strategy will focus on further optimizing the WorkInSync campaigns, refining industry-specific messaging, and scaling Dripify efforts for both products to generate more SQLs and Opportunities.

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