Inside Aptrinsic’s Revenue Marketing Factory

Like many organizations, the marketing team at Aptrinsic, provider of a personalized product experience platform, is accountable for revenue. Because they use a combination of inbound and outbound account-based marketing (ABM) go-to-market growth strategies, they needed a way to support this hybrid approach on a budget, without adding an extra platform and overhead. This required a tight integration of their martech stack, streamlined workflows, and close alignment between their sales and marketing teams. Join Travis Kaufman, VP of Growth for Aptrinsic, as he gives you an exclusive look inside Aptrinsic’s revenue marketing factory.

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Balancing Inbound and ABM Strategies

Aptrinsic uses traditional demand generation tactics like inbound marketing and live events to promote awareness among their target audience. But they also have specific goals to bring on larger enterprise accounts, requiring them to use a combination of inbound and ABM strategies. In addition, the company uses a product-led go-to-market approach.

However, because their customer data was split across Salesforce, Hubspot and their product engagement database, they weren’t able to get a holistic picture of their ideal customers and accounts, nor move their leads smoothly through the pipeline. This data disconnect slowed down lead enrichment and routing and meant that sales were spending too much time on research, and not enough time closing deals.

Driving Engagement with Better Data and PQLs

Aptrinsic turned to CaliberMind to automate their ABM, enrich leads and improve lead routing. The solution also helped them accelerate the sales pipeline with a workflow automation that stitches together their Salesforce, Hubspot and product data in real time, scores account engagement and alerts sales on target account activities.

For example, Aptrinsic gets a lot of personal emails from visitors who sign in to download gated content, so they use CaliberMind to auto-enrich that data and find business email addresses that match at both the account and contact levels. This helps them better understand how assets and campaigns are performing.
“You'll start to notice that there are leads you know are in your system, but they're not reporting into an account view, or you have duplicates,” said Travis. “This potentially causes you to spend more time on your marketing automation or CRM solutions.”

To help drive their product-led strategy and ensure that target accounts aren’t falling through the cracks, Aptrinsic implemented a workflow using CaliberMind to provide their inside sales team with more visibility into when a trial account is ready to be engaged. 

“We look at the number of people within that account who are actively using the product, and we automate the workflows in Salesforce so the account team doesn't have to spend extra energy trying to figure it out,” said Travis. “We offer a free solution, but if a user goes above one of our limits, that becomes a trigger for an outbound engagement.”

But Don't Take Our Word For It, Hear from Travis himself.

Travis joined CaliberMind to talk about how to run Hybrid ABM & Inbound programs to grow revenue.