Case Study: InVision identifies high-value enterprise accounts with MadKudu

InVision turns to Marketing Qualified Accounts for the Enterprise

InVision, a San Francisco-based software company with 850 employees, needed a better way to identify enterprise buyers in its freemium and free-trial motion. After optimizing hand-raisers and Product Qualified Leads, the team found that many target accounts were still not ready to upgrade and were often saying they were not yet prepared for an enterprise plan. InVision turned to MadKudu to help prioritize the accounts most likely to convert.

MadKudu implemented account scoring and Marketing Qualified Account (MQA) modeling, using data from Segment, HubSpot, and Salesforce to combine firmographic and behavioral signals. The solution identified the 15% of target accounts driving 90% of enterprise opportunities, surfaced ready-to-buy whitespace accounts, and triggered Salesforce alerts with guidance on likely champions and buyers. As a result, InVision improved sales focus, strengthened alignment with marketing, and gave the sales team a highly adopted MQA score system.

InVision