Case Study: BetterCloud achieves 64% shift to 'engaged' and 18 influenced opportunities in one quarter with RollWorks

How BetterCloud took a quality over quantity approach to their marketing strategy and won

BetterCloud, a SaaS management platform for IT teams, faced misaligned marketing and sales, no attribution model, and the need for a scalable account‑based approach to prioritize top named accounts. To refine their ICP and surface intent signals, BetterCloud worked with RollWorks (using RollWorks intent data and account targeting) to better identify and validate high‑value accounts and focus their ABM/ABX efforts.

Using RollWorks’ intent data and signals, BetterCloud implemented a tiered ABX program that aligned marketing and sales around each seller’s Top 10 accounts, balanced automation with 1:1 personalization, and prioritized surging accounts for outreach. The RollWorks-enabled approach drove a 64% shift from “unaware” to “engaged” and produced 18 influenced opportunities from top named accounts in a single quarter.

BetterCloud

Derek Ries

Director of Marketing Operations