Brightcove Experiences 58% Lift in Target Accounts

Creating a target account list is always the first step and must be done collaboratively with sales. Brightcove’s approach looked like this: Baseline, Build, Iterate – Once Brightcove sales and marketing teams had agreed on a starting list of companies, they needed to refine, prioritize and segment that list for campaigns. The demand generation team leveraged Demandbase Analytics to get a baseline of activity from the starting list. Demandbase Analytics determined which accounts visited and engaged with Brightcove’s site. Perhaps more importantly, Brightcove could see which companies on their starting list had not visited the site. Armed with these new insights, Brightcove modified the starting list accordingly which then became the target account list. The target list is re-evaluated every quarter with companies added or removed as needed. Launch Account-Based Advertising and Personalization – With a data-driven target account list, Brightcove then turned to Account-Based Advertising. They segmented and delivered unique, industry-specific messages personalized for each company based on whether the account was a customer or prospect. Only the companies on their target list received the ads, eliminating wasteful spending. The advertising provided “air cover” for other ABM centric programs such as email, social, direct mail, webinars, and events. Instill ABM priorities – Prioritizing accounts based on their status helped Brightcove identify compelling opportunities. SDR outbound activities and inbound follow up are influenced by whether an account is a named targeting account or not. Every other week the SDR and demand generation teams meet to review ABM territory dashboards, advertising performance, list adjustments, and campaigns. On a monthly basis, stakeholder meetings are held with key executives providing updates and status.