How IntSights drives 40% of its sales pipeline from the ABM program

"My initial trust was in Franco, but as I’ve worked with you the results speak for themselves, and the quality of the team that you’ve built has been a huge advantage. It’s been a no-brainer for IntSights."

Jonathan Beaton
VP of Marketing

IntSights develops external threat intelligence software, and their team is on a mission to democratize threat intelligence. Their VP of Marketing, Jonathan Beaton, needed a program that could replace the pipeline that had previously been driven by events (prior to COVID19). They chose to expand their ABM programs and needed a partner who could help with the strategy, operations, and implementation of scaled ABM campaigns. Since working with SaaSMQL, these ABM programs have driven 169 opportunities and $1.2M in pipeline, in just under 9 months.

The funnel that we implemented for IntSights leveraged 3 main channels: 1) Cold Email Outreach, 2) LinkedIn Ads, and 3) Direct Mail.

The funnel that we implemented for IntSights used a combination of emails and direct mail to convert warm accounts into qualified opportunities. We also used LinkedIn to engage prospects at target accounts and send them into the direct mail sequence. The email outreach play is broken up into 2 parts: warm-up emails (for Cold accounts) and follow-ups (once the prospect receives the direct mail offer). The direct mail piece is integrated into the email sequence, forming a cohesive ABM play when we trigger a follow-up email as soon as the box is delivered. The direct mailer is used to add a personal touch to the campaign and grab the attention of decision makers from the target accounts and schedule a demo.

Gift box: The direct mail package is branded outside and inside with a clear headline to drive the attention of our target prospects. Inside the box we include a brief summary of the value proposition, and a call-to-action with an incentive to be sent after the initial intro call.
LinkedIn ads: The LinkedIn ads are created from successful blog content, and targets the same list of accounts as via email and direct mail. Leads from this program are added into the direct mail sequence. 
Landing page: The landing page (hosted on Marketo) is created specifically for this ABM program, and matches the direct mail offer and call-to-action. The page contains a form that notifies the appropriate sales rep.

RESULTS: 169 opportunities in 9 months
The Account-Based Marketing program currently drives 40% of IntSights’ sales pipeline. Each week, the IntSights team provided a list of warm contacts from an event or other engagement. We enrolled these contacts in our integrated direct mail sequence and created 169 opportunities and $1.2M in pipeline, at a cost of $364 per qualified opportunity.

IntSights was acquired by Rapid7 in July 2021 for $335M.