Case Study: Blackbaud achieves 4x larger sales opportunities with AdRoll ABM

How Blackbaud saw 4x larger sales opportunities with machine learning

Blackbaud, a leading cloud software company for the social good sector, faced the challenge of launching its first account-based marketing (ABM) program and proving its value within a limited three-month pilot. To maximize impact with a focused display ad campaign, they partnered with the vendor RollWorks.

The solution involved using RollWorks' machine learning to score their target account lists, allowing them to focus their budget on the highest-potential accounts. They ran highly-targeted campaigns with persona-specific messaging. As a result, RollWorks helped Blackbaud engage 94% of their target accounts, achieve a 190% increase in engaged visitors, and generate a 10x return on investment for pipeline generation.

Blackbaud

Sam Kuehnle

Team Lead, Digital Marketing