To accomplish this goal, Sage Intacct decided to change its digital marketing by developing a new strategy using videos and ON24 webinars. Sage Intacct’s new assets would then correspond to the different stages of its customer journey. Short, five-minute overview videos, for example, would provide the company with the spice needed to capture buyer interest. To maintain audience interest, the team deploys educational webinars — a versatile catch-all asset to inform visitors. Finally, to clinch the deal, Sage Intacct releases its product tours — webinars that guide prospects through product features and benefits unique to its solution. These last webinars are customized for each vertical so audiences can understand how the product impacts them.
The ability for Sage Intacct to adapt its assets to client verticals is particularly salient in today’s digital environment. After all, different firms have different accounting needs. Being able to touch on these needs, either in-depth or superficially, at scale through webinars provides two advantages. First, prospects get a better understanding of Sage Intacct’s abilities. Second, the Sage Intacct team can then take attendee information — from noted pain-points in a Q&A session to overall engagement — and further refine vertical messaging.
With this tiered approach, each element pushes a visitor along a linear path through Sage Intacct’s strategy. First, a brief video, like a customer success story or product overview; then, an educational webinar for interested prospects; finally, a product tour for those ready to make the move to Sage Intacct. With this defined process in place, the company can even package these elements for targeted verticals.
“Our goal is to encircle these people and hit them in a variety of ways, using a variety of content,” Ezzo said. “So, at the end of our ABM program, one of the things that we do is try to book-end a webinar as a call to action for that audience.”