Why explore Keyplay?

We knew that building an ICP Model would massively improve our marketing and sales effectiveness. 

• We’d be able to target the right accounts in our paid ads and ABM programs (and tier our incentives based on account fit). 

• We could remove the qualification layer in our sales process, so we could spend SDR time in more productive places (and save buyers frustration). 

• We could more easily qualify inbound, to prioritize the best leads at the best accounts.
  

The Challenge:

But we were stuck using a Google Doc to understand our ICP. We had a clear understanding of our ICP, but we couldn’t find a tool that would translate that into a model we could actually use. 

Which meant everything that involved ICP took more time. 

• Territory planning was a 4-week process where we’d send a spreadsheet back and forth, manually checking to make sure AEs weren’t going to waste time on the wrong accounts.

• Our LinkedIn Ads performance suffered. We’d waste spend on non-fit accounts and leave out perfect-fit accounts (that Keyplay now helps us discover).

• We couldn’t prioritize our accounts. We’d spend the same marketing and sales resources on tier 1 and tier 3 accounts.

I knew we needed to make a change. So, we evaluated and brought on Keyplay. 

The Results:

The first big change for us was that it became possible to finally identify if accounts aligned with our ICP. Instead of having to rely on SDRs to manually call on, qualify, and research accounts, we could now just use Keyplay.

It does all that research work automatically and gives us a concrete fit score for each account that we can action on as a team.

This may sound like a small unlock, but it had meaningful ripple effects across our marketing org.

• We run much more targeted LinkedIn ads, and know we’re not wasting spend on the wrong accounts. 

• We have completely removed our qualification layer (because we know the accounts we’re working are fits). SDRs no longer have to spend time qualifying and buyers don’t have to sit through one-sided discovery calls.

• Our incentivized demos are working better. We tier our offers based on fit score in Keyplay. 

• And it saves us time. Territory planning used to take 4-week of passing a spreadsheet around. Now, it gets done in an hour. 

Our ACV on new bookings closed thanks to being identified with our Keyplay score is 2.3x our normal ACV.

This all rolls up to what we care about as a GTM org: bringing in accounts that we know (because of Keyplay’s backtest data) will close faster, upgrade more, and stay longer.