Hexagon Takes the Guessing Game Out of ABM With Insights From Demandbase

The Head Scratcher

Hexagon is a global leader in digital reality solutions, combining sensor, software and autonomous technologies. They put data to work to boost efficiency, productivity, quality, and safety across industrial, manufacturing, infrastructure, public sector, and mobility applications. As a leading, data-driven company, they set a high bar for their ABM program to meet.

When Jodi Lebow, Director, Global Demand Center, joined Hexagon’s Asset Lifecycle Intelligence division, she had a head start on her directive to build out their ABM program. She had successfully used Demandbase to scale and build similar programs before.

Hexagon was already doing some “ABM-like” activities, but Jodi knew they could amplify their success by approaching accounts more strategically, with an end goal of standing up a true ABM program.

She set about ensuring that the program being built matched their needs as an enterprise level organization offering several solutions. One drawback to this breadth of solutions meant sometimes different teams would be working within the same account, which resulted in uncoordinated activities touching potential customers. They needed a comprehensive view of all their activity within an account and a cohesive account-centric approach. ABM was a no-brainer for them.

What’d They Do?

They made some key shifts in their go-to-market strategy and leveraged Demandbase to infuse Account Intelligence into all their decisions and to automate their workflow. They created an ABM Council, armed sales and marketing with the right tools to increase collaboration and prevent spamming accounts, and tapped into intent signals to target the right accounts. They also aligned their advertising budgets with the right targets to get more bang for their buck.

Why Demandbase?

How’d They Do?

With Demandbase, Hexagon has upleveled their go-to-market (GTM) strategy.

• Enjoying more collaboration between sales and marketing
  While sales and marketing at Hexagon have always had a positive and collaborative relationship, Demandbase has been instrumental in helping them work together towards an account-centric approach. They created a cross-functional ABM Council, including leadership, sales, and marketing. The council looks at the data, reviews initiatives, and agrees on a path forward for their GTM strategy. They rely heavily on Demandbase to drive a consistent approach to their ABM activity across all regions.
• Traded hunches for data
  Using Demandbase, the team at Hexagon stopped relying on hunches, and now use data to fully understand their accounts. Armed with that knowledge, they’re able to target the right accounts and people, at the right time, with content they’re interested in. The result? More productive conversations.
• Stopped spamming their accounts
  Now that they have a unified view into all their account communications and activity, their teams are no longer stumbling over each other and confusing buyers with multiple messages.
• Creating more personalized buyer experiences
  From their ad campaigns, to their email outreach and even extending as far as their website messaging, Hexagon uses the insights gained from Demandbase to tailor content based on the journey stage, intent signals, and levels of engagement from each account. This allows their messaging to be relevant and targeted and gives the buyer a better experience.
• Gained measurable success
  “We couldn’t really measure success before implementing Demandbase,” Jodi asserts. With Demandbase, she’s now able to benchmark their goals and prove the efficiency and success of their ABM program. The metrics also help them better plan for the future, which impacts their larger GTM strategy.
• Boosted all their advertising metrics with more intelligent targeting
  Advertising is no longer a guessing game for Hexagon. They know exactly who to target and what that target should be seeing. And the results have been incredible. They’ve seen 60% of their target accounts engage over just a 6-month period, 278% higher click through rates on personalized ads, and a 58% lower bounce rate compared to overall web traffic.
• Making connections with Demandbase integrations
  With integrations into Salesforce, Drift, Pardot, Uberflip, SalesLoft, LinkedIn, and even their own website, Hexagon is now able to share Demandbase data and insights across their entire tech stack while maintaining a unified experience. As for setting up those integrations, Jodi called it “very easy.” going even further to say “everything was quite simple compared to some other platforms.”

About Hexagon

Hexagon is a global leader in digital reality solutions, combining sensor, software and autonomous technologies. We are putting data to work to boost efficiency, productivity, quality and safety across industrial, manufacturing, infrastructure, public sector, and mobility applications. Our technologies are shaping production and people-related ecosystems to become increasingly connected and autonomous – ensuring a scalable, sustainable future.

Hexagon (Nasdaq Stockholm: HEXA B) has approximately 22,000 employees in 50 countries and net sales of approximately 4.3bn EUR. Learn more at hexagon.com and follow us @HexagonAB.