Navigating the complex world of B2B sales can feel like trying to solve a puzzle with missing pieces. Traditional marketing tactics can be like using blunt instruments for a delicate operation—draining resources without hitting the mark.
Such was the case for the Quantexa team, a data analytics leader that empowers organizations to make informed decisions through its Decision Intelligence Platform, Quantexa initially ran light-touch Account-Based Marketing (ABM) through LinkedIn, which accelerated deals but left them seeking more. After exploring several ABM platforms, officials found they offered little beyond polished interfaces and lacked innovation or customization.
The team had reached a pivotal moment where a more effective strategy was needed to address a complex B2B buying processes involving large committees
“Every dollar spent without results felt like a setback,” said Adam Woozeer, Director of Digital and ABM at Quantexa. “We had a clear understanding of our target audience that we wanted to market to but needed to find a solution. As a small company, we couldn’t afford to waste money on extended sales processes.”
Start Small, Align Early, Scale Fast
Quantexa was drawn to Influ2’s promise of targeted engagement as a solution—starting out small, demonstrating success to get buy-in from the wider team, and then scaling up from there. Recognizing that success depended on sales and marketing alignment, Quantexa prioritized building trust in Influ2’s vision and ensuring seamless integration with their existing tech stack.
Rather than having to invest heavily in a single ecosystem, Quantexa’s integrated Influ2 as one cog into Quantexa’s existing ABM machine. They started by integrating Influ2 and HubSpot alongside experimenting with one-to-few and one-to-many campaigns.
This allowed teams members to add contact-based advertising into the mix to accelerate pipeline without disrupting or overhauling the team’s current tech stack. Partnering with the sales and SDR teams, deal-based marketing (DBM) campaigns were launched.
Success by the Numbers
This success bridged the gap between sales and marketing, gaining sales support. “Our sales reps now approach me asking, ‘Can we run an Influ2 campaign on this deal?’ They know that if they provide a list of contacts, we’ll deliver results,” Woozeer shared.
“We used Influ2 to run personalized ads for specific stakeholders in a deal. The campaign was a tremendous success, generating significant attention,” Woozeer explained. “Customers were even asking our CEO how we managed to follow them everywhere with our digital ads.”
With intent data, Quantexa targeted decision-makers at key opportunities. This strategy accelerated deals and led to notable contract closures—a 4.53x higher conversion rate compared to cold outreach, and a 5.2x boost in pipeline generation.
Additonally, Influ2’s hyper-targeted ads and Quantexa’s well-timed outreach fueled these results, driving an 837% ROI and solidifying Influ2 as a key driver of pipeline and revenue growth.
Making the Right Connections
As Quantexa continues to evolve, the integration of Influ2 into their marketing strategy presents a compelling opportunity to enhance their ABM program. Building on their initial successes in accelerating deal cycles, Quantexa plans to deepen their commitment to personalized targeting, focusing on engaging specific individuals within key accounts to drive even greater pipeline growth.
Woozeer said the real value of Influ2 lies in its ability to reach specific decision-makers within deals. Quantexa uses this capability to enhance personalized outreach, accelerating the sales process. The team collaborates through regular check-in calls, refining campaigns based on intent data and sales feedback.
“It’s about getting in front of decision-makers with relevant messaging based on the sales conversations that are being had and pushing up brand awareness so that more members of the buying committee can get to a decision faster,” Woozeer explained. “We utilize Bombora for intent data to understand our prospects’ online searches, questions, and objections. This, combined with our first-party data, informs our ad creative.”
Pipeline Growth
Switching from form fills to targeted engagement has paid off. “With Influ2, we engage the right people at the right time, enhancing brand awareness and driving pipeline growth,” he said.
Through this multifaceted approach, Quantexa officials have accelerated meaningful deals with major clients. Building on their initial successes in accelerating deal cycles, the company plans to deepen their commitment to personalized targeting, focusing on engaging specific individuals within key accounts to drive even greater pipeline growth.
For Woozeer and the Quantexa team, there’s no turning back.
“Influ2 has transformed how we connect with prospects—it’s not just about impressions; it’s about meaningful engagement that drives results,” said Woozeer. “They have become deeply ingrained in our operations. It’s now a critical component of our business.”
