Case Study: Helmerich & Payne improves segmentation and personalization with Vertify

How H&P is focused on hyper-segmentation and alignment for improved marketing programs through Vertify to better personalize and target

Helmerich & Payne (H&P), a major land drilling company with over 7,000 employees, faced the challenge of automating its marketing segmentation and improving sales and marketing alignment. The marketing department needed to implement an account-based marketing strategy, automate the creation of customer personas, and better personalize targeting using intent data to support upsell and cross-sell activities. They turned to the vendor Vertify for a solution.

Vertify was deployed to automate audience segmentation in Marketo and create a seamless flow of information between marketing and sales teams. Using Vertify workflows, H&P enabled hyper-segmentation for improved personalization and targeting. The solution is working to produce several key results, including increased average contract value on upsell deals, a reduction in sales cycle time and customer acquisition cost, improved product adoption rates, faster deal velocity, and an overall better customer experience.

Helmerich & Payne