Written by Don Lee, with Greg Acquavella, Senior Marketing Manager, Gryphon.AI
Sales and marketing technologies have transformed the way companies attract and retain business. Just ask the team at Gryphon.AI, which has developed a unique solution to businesses that wish to improve their sales efficacy. Using a concept called “real-time conversation intelligence,” Gryphon uses an AI platform to provide in-the-moment call coaching and guided selling.
It is said, however, that even the Emperor needs clothes – and such was the case for Gryphon.AI, which was looking to improve its own sales effectiveness in a crowded SaaS marketplace. How we worked to ultimately add millions of dollars to their sales pipeline is a testament to the practice of account-based marketing, or ABM. I recently helped Greg Acquavella, senior marketing manager for Gryphon.AI, on the successful deployment of ABM for Gryphon.
First, a bit more on the challenges facing Gryphon.AI: As with most SaaS products, competition was commonplace – more than 10 similar services were clamoring for corporate dollars. In addition to a project designed to sharpen its brand, Gryphon was seeking a way to better align their sales and marketing (a process called “smarketing” in today’s business world).
Upon further examination, I learned that more than 40 percent of Gryphon’s customer base was comprised of self-service, online consumers. Though this meant that more than half of Gryphon’s client base was derived through traditional hand-to-hand sales combat, the company needed a better way to impact unique groups of consumers – known as “personas” – in order to target groups with messages that would resonate with greater clarity.
Enter ABM – a way to curate the buying experience based on the kinds of customers that you want. Available in three “flavors” – one-to-one, one-to-few, and one-to-many – ABM requires a commitment to understanding those personas, a dedicated resource to manage the ABM campaigns, and a tech stack to support it.
At Gryphon.AI, gathering the resources and intel wouldn’t be terribly difficult. But breaking out of a pack of like products – all of whom had a similar thirst for digital demand generation – would require a unique approach to ABM.
We decided that, rather than start with the broad universe of prospective buyers for Gryphon.AI, it was more important to flip the funnel, and to focus on intent data first – looking at likely buyers, and targeting them directly, and individually. In a crowded marketplace, said Greg, this gave Gryphon a way to invite likely buyers to “come to our funnel first, and then let us nurture them by explaining how we believed we could solve their problems.”
One key differentiator – real-time voice processing – was a critical advantage over competitors, and a great way for Gryphon to change the conversation, from a belief that they were “one in a pack” to that of a disruptor.
Other ways we worked to upgrade Gryphon’s ABM strategies:
Today, Gryphon.AI has millions of dollars in its sales funnel at any given time – and sales representatives can prioritize accounts, plan their quarter more effectively, and determine where to focus for pipeline development. This is particularly helpful for new sales representatives, who can hit the ground running with focused, intelligent data, rather than test the market with a broad net.
And, with a greater understanding of client paint points, Gryphon is better able to immerse itself in insights, and build richer messaging and positioning. The takeaway? You can truly triangulate your intuition with data.