Demandbase Case Studies Workforce Software's Transformation: From Traditional Leads-Based Strategy to Account-Based Approach

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	Workforce Software's Transformation: From Traditional Leads-Based Strategy to Account-Based Approach Demandbase

Workforce Software's Transformation: From Traditional Leads-Based Strategy to Account-Based Approach

Demandbase

Technology Category	Sensors - Autonomous Driving Sensors
Applicable Industries	Equipment & Machinery Oil & Gas
Applicable Functions	Human Resources Sales & Marketing
Use Cases	Inventory Management Personnel Tracking & Monitoring
Challenge	WorkForce Software, a global provider of integrated employee experience and workforce management solutions, faced a significant challenge during the COVID-19 pandemic. Despite their rapid growth during this period, the company's go-to-market (GTM) strategy was traditional and leads-based, which was not creating the desired customer experience. The company had much of their content gated to gather leads and email addresses, which were then flooded with unsolicited content. This approach was not only intrusive but also ineffective in creating a positive customer experience. Furthermore, the company lacked the necessary data to properly target their customers and understand their position in the buyer journey. Their overall approach was too generic, and they lacked the tools to reach the right decision-makers. Read More
About Customer	WorkForce Software is the first global provider of workforce management solutions with integrated employee experience capabilities. The company's WorkForce Suite adapts to each organization's needs, regardless of their unique pay rules, labor regulations, and schedules. It delivers a breakthrough employee experience at the time and place work happens. WorkForce Software is enterprise-grade and future-ready, helping some of the world's most innovative organizations optimize their workforce, protect against compliance risks, and increase employee engagement to unlock new potential for resiliency and optimal performance. The company caters to a diverse range of employees, including deskless or office workers, unionized, full-time, part-time, or seasonal workers, making managing a global workforce easy, less costly, and more rewarding for everyone. Read More
Solution	WorkForce Software decided to transform their GTM from a traditional leads-based strategy to an account-based approach. They utilized Demandbase One, a solution they already had in place, to its fullest potential. They identified their ideal customer profile (ICP) and aligned their resources around those companies. They also ungated all of their content, which not only improved the customer experience but also provided new insights into what their prospects were consuming. With Demandbase intent signals, they were able to understand where prospects were in the buying journey. They started targeting buyers by industry and buying stage, varying the content they offer as the buyer moves through the pipeline. They also replaced their previous sales intelligence/contacts vendor with Demandbase Sales Intelligence Cloud to ensure data accuracy and ease of finding the right contacts. Read More Log in to view content
Contents

Technology Category

Sensors - Autonomous Driving Sensors

Applicable Industries

Equipment & Machinery

Oil & Gas

Applicable Functions

Human Resources

Sales & Marketing

Use Cases

Inventory Management

Personnel Tracking & Monitoring

Challenge

WorkForce Software, a global provider of integrated employee experience and workforce management solutions, faced a significant challenge during the COVID-19 pandemic. Despite their rapid growth during this period, the company's go-to-market (GTM) strategy was traditional and leads-based, which was not creating the desired customer experience. The company had much of their content gated to gather leads and email addresses, which were then flooded with unsolicited content. This approach was not only intrusive but also ineffective in creating a positive customer experience. Furthermore, the company lacked the necessary data to properly target their customers and understand their position in the buyer journey. Their overall approach was too generic, and they lacked the tools to reach the right decision-makers.

About Customer

WorkForce Software is the first global provider of workforce management solutions with integrated employee experience capabilities. The company's WorkForce Suite adapts to each organization's needs, regardless of their unique pay rules, labor regulations, and schedules. It delivers a breakthrough employee experience at the time and place work happens. WorkForce Software is enterprise-grade and future-ready, helping some of the world's most innovative organizations optimize their workforce, protect against compliance risks, and increase employee engagement to unlock new potential for resiliency and optimal performance. The company caters to a diverse range of employees, including deskless or office workers, unionized, full-time, part-time, or seasonal workers, making managing a global workforce easy, less costly, and more rewarding for everyone.

Solution

WorkForce Software decided to transform their GTM from a traditional leads-based strategy to an account-based approach. They utilized Demandbase One, a solution they already had in place, to its fullest potential. They identified their ideal customer profile (ICP) and aligned their resources around those companies. They also ungated all of their content, which not only improved the customer experience but also provided new insights into what their prospects were consuming. With Demandbase intent signals, they were able to understand where prospects were in the buying journey. They started targeting buyers by industry and buying stage, varying the content they offer as the buyer moves through the pipeline. They also replaced their previous sales intelligence/contacts vendor with Demandbase Sales Intelligence Cloud to ensure data accuracy and ease of finding the right contacts.

Impact #1	The transformation of WorkForce Software's GTM strategy from a traditional leads-based approach to an account-based approach has resulted in significant operational results. The company has moved from zero visibility and relying on hunches to operating from a deep understanding of their targets. They now know what their prospects care about and where they are in the buyer journey. This has resulted in a significant increase in the number of in-market accounts visiting their website and/or connecting with them. The company is now a data-driven go-to-market machine. In addition to growing new business, WorkForce Software account relationship managers are using Demandbase dashboards to spot potential churn, based on keywords their customers are searching. This allows them to reach out proactively to help, while the marketing team uses the insights to build self-service content around customer retention. The company is also using intent data to inform their global expansion, content strategy, and product development.

Impact #1

The transformation of WorkForce Software's GTM strategy from a traditional leads-based approach to an account-based approach has resulted in significant operational results. The company has moved from zero visibility and relying on hunches to operating from a deep understanding of their targets. They now know what their prospects care about and where they are in the buyer journey. This has resulted in a significant increase in the number of in-market accounts visiting their website and/or connecting with them. The company is now a data-driven go-to-market machine. In addition to growing new business, WorkForce Software account relationship managers are using Demandbase dashboards to spot potential churn, based on keywords their customers are searching. This allows them to reach out proactively to help, while the marketing team uses the insights to build self-service content around customer retention. The company is also using intent data to inform their global expansion, content strategy, and product development.

Benefit #1	121% increase in in-market accounts reaching WorkForce Software over a 6-month period
Benefit #2	24% increase in pipeline momentum for in-market accounts
Benefit #3	80% solution engagement across sales and marketing

Benefit #1

121% increase in in-market accounts reaching WorkForce Software over a 6-month period

Benefit #2

24% increase in pipeline momentum for in-market accounts

Benefit #3

80% solution engagement across sales and marketing

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Overview

Workforce Software's Transformation: From Traditional Leads-Based Strategy to Account-Based Approach

Operational Impact

Quantitative Benefit