Broadcom.
Intelligence scaling strategy for account targeting.
Broadcom is a global technology leader that designs, develops and supplies semiconductor and infrastructure software solutions. After a series of high profile acquisitions in recent years, the focus has been around establishing and embedding the value stream management proposition within their software portfolio with key decision makers across US and EMEA markets.
Understand the problem
After a strategic shift in direction to account-focused programmes, deep customer insights were undertaken to develop an understanding of the complex EMEA landscape and build out enriched personas against niche groups of buyers in core markets of France, Germany and UK.
63%
Leads meeting MQL criteria
32%
Reduction in cost-per-lead
Scale
Multiple markets and products
Strategic approach
As a global business, Broadcom’s potential customer for their software products is complex with multiple offerings across multiple personas within a business.
Rather than a broad approach to demand, the ABM testing programme was focused on persona accuracy to ensure relevancy and cut-through, particularly within niche audiences.
The outcome was 63% of leads automatically meeting MQL criteria and a 33% reduction in cost-per-lead.
Partnership matters
Together, we’re working to enhance the scaled ABM approach, adapting the strategy and extending the use of technology to enable stronger, more scalable results.
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