Case Study: VersionOne achieves 88% target-account engagement with Demandbase

How VersionOne Took On the Goliaths with Demandbase

VersionOne, a provider of agile lifecycle management tools, was struggling to compete with much larger rivals (Microsoft, CA, Atlassian) because marketing, sales, and sales development were unaligned and chasing divergent inbound leads. They also had 20,000 leads in Salesforce with no active opportunity, prompting leadership to adopt an account-based approach to improve focus and efficiency.

By deploying Demandbase’s lead-to-account matching and account-level reporting, VersionOne instantly converted lead visibility into account visibility and aligned sales and marketing around target accounts. The ABM program drove 88% engagement with target accounts, a 66% increase in opportunity size/value, and converted 20% of their top 100 accounts into pipeline, enabling a reallocation of spend and resources toward the highest-fit, highest-intent accounts.

VersionOne

Kristen Wendel

Director of Marketing Ops