Case Study: CollabNet VersionOne drives 2X more sales opportunities with Terminus

VersionOne Drives 2X More Sales Opportunities

VersionOne, a leader in agile management software, faced a challenge competing with much larger vendors: inbound lead generation was inefficient and unscalable, and they couldn't outspend competitors. The marketing team needed a more targeted approach to focus on accounts that fit their ideal customer profile and the key decision-makers within those accounts, so they shifted from a solely inbound strategy to account-based marketing (ABM).

They partnered with Terminus for always-on, account-based digital advertising integrated with Salesforce, running automated full-funnel campaigns (Awareness → MQA Progression → Pipeline Velocity) plus intent-based “Surging” campaigns. The result: Terminus drove more than 2× the web sessions versus other providers and helped VersionOne engage 88% of target accounts, double opportunities created, a 45% increase in average opportunity value, 40% of new pipeline from ABM targets, 31% of awareness accounts progressed to MQAs in month one, and strong click rates (55%) on intent-targeted ads.

CollabNet VersionOne

Peter Herbert

Vice President of Marketing