Case Study: Okta achieves 24x higher opportunity conversion and 2.7x reduction in cost per conversion with RollWorks' intent-based ABM

How Okta Converted Opps at a 24x Higher Rate Using Intent-Based ABM Campaigns

Okta, the leading cloud-first identity management vendor, needed to support aggressive pipeline targets across new go-to-market segments (IT modernization, security, digital transformation) and to gain timely insight into prospect intent. To update outdated, sales-nominated target account lists and reach buyers at the right moment, Okta engaged RollWorks and its intent-based ABM platform to prioritize accounts and build more targeted campaigns.

Using RollWorks, Okta refined TALs with intent data, created segmented content maps, moved to dynamic lists, activated RollWorks Fit Grade scoring, aligned marketing and sales on intent keywords, and continuously optimized creatives and ad types. The RollWorks-driven intent playbooks delivered strong results: accounts reached by intent converted to opportunity at a 24x higher rate, 2.7x reduction in cost per conversion, 17% higher CTR, 63% faster time from opportunity to closed deal, and a 22% increase in influenced revenue.

Okta

Mae Cadao

Digital ABM Program Manager