Whatfix Drives Growth With ABM and Gartner Digital Markets Intent Data

Whatfix added Buyer Discovery, Gartner Digital Markets’ intent data, to its prospecting strategy via a Salesforce integration. This allowed its ABM platform to read buyer intent signals across Capterra, Software Advice, and GetApp. 

Whatfix was able to expand their visibility on their ABM platform by 8% globally. "Imagine that out of a thousand accounts, I'm able to know that 50 of them are also researching Whatfix on Gartner Digital Markets' software review sites, plus I can see that half of them have also visited our website. This data provides increased visibility and gives us an edge to go after these accounts," explained Pandey.

When asked about the handoff between marketing and sales, Pandey highlighted that the integration between Salesforce and their chosen ABM platform helps correctly time sales’ engagement. “For example, if Gartner Digital Markets tells us an account has high intent and they’ve viewed our website, our ABM platform triggers an alert for the sales team to work the account in Salesforce. When taking action on those alerts, our sales reps are almost 3X more likely to get in touch with someone at the company and have a high-quality conversation.”

"We've seen a dramatic increase of 35% in sales opportunities since adopting an ABM strategy that includes intent data from Gartner Digital Markets," continued Pandey. He estimates Whatfix would spend about 50% more on media to achieve similar results without intent data. “We are able to prioritize our program spend on efficiently scaling this new outbound function. It’s just smart marketing,” Pandey explained. 

Since Whatfix added intent data to its strategy, both the marketing and sales teams have been able to increase their productivity by focusing on the accounts that are most likely to buy.

Pandey underlined how correctly timing sales plays can increase sales velocity and deal value. "If we reach out to the prospect early in the sales cycle, we can build a stronger relationship, and there are higher chances that I can double the value of the sale and sign faster."

In some cases, Buyer Discovery has helped Whatfix engage buyers as early as 6 months in advance and gain the first mover advantage. When a target account is researching Whatfix or a competitor on Gartner Digital Markets’ software review sites, the Whatfix team will contact the account and try to set up a meeting rather than waiting for an RFP and fighting the competition. "In these cases, we estimate the sales cycle is reduced by almost 20%," said Pandey.

Whatfix also runs cross-sell and upsell plays with intent data to support post-sales growth. As DAP software is industry-agnostic, it's likely that an organization using Whatfix for its CRM might also consider integrating it with procurement or finance tools. Hence, when receiving triggers that a current client is researching a competitor’s software, Whatfix uses the opportunity to sell to another department within the same company.