Why explore Keyplay?

We knew that building an ICP Model was essential to hitting our aggressive growth goals. Building account lists on gut feeling and rudimentary data would only get us so far.

• We needed to focus our GTM on the same, best accounts so we could maximize the impact of each dollar spent on growth.

• To do that, we needed a dynamic scoring model that the whole team could align on, instead of one-off lists.

• And that model needed to be provable; with backtest data, so we could believe it, and with clear signals, so we could action truly personalized outbound.

The Challenge:

But nothing we looked at could give us all of those puzzle pieces. The traditional data providers (ZoomInfo, Apollo, etc) couldn’t get close to the level of granularity we needed. We didn’t want to shell out $200k+ for an ABM platform that would spit out a model we weren’t sure we could trust. And there was no way we could (or should) have built all of this in-house.

Keyplay gave us better underlying data, tied together in an elegant scoring solution. They proved the scoring with backtests that we could inspect, and provided us with transparency into signals we could incorporate into intentional outbound. 

They also integrated with Salesforce nicely and I could tell the team would be a great partner to us.
So, we worked with them to get a world-class ICP Model built that could power all our account-based plays.

The Results:

The first big change for us was that myself and our heads of marketing, sales, demand generation, and customer experience were all finally aligned on which accounts we were prioritizing and why. And we knew the accounts were all strong fits. 

After that, everything started to work better. We increased conversion rates, shortened sales cycles, doubled deal size and spent less on advertising to unqualified accounts. All while meaningfully growing total pipeline.

Here’s a real report from our ABM Ads:

We knew from the start that this should be a program and not a one-off build. Every six months to a year we now take a look back at the scoring and refine based on what we see in terms of who’s closing, who are our top customers and who’s renewing.

We’ve been a happy customer for multiple years now, and we look forward to continuing to refine and improve our ICP Model with the Keyplay team.