New Relic Kick-Flipping The Funnel with ABM - Punch!

ABM One-to-few

New Relic Kick-Flipping The Funnel with ABM

New Relic branded skateboards with personalised hand written notes were sent by Punch! via direct mail to key individuals at the target accounts.

BRIEF

New Relic provides a cloud-based platform to help developers and engineers monitor their software performance. Punch! was tasked with targeting DevOps audiences across a number of key accounts with the end-goal of driving account engagement.

SOLUTION

Account-Based Marketing is a customer-centric strategy, so it was important to first understand the audience and their drivers. It was established that DevOps teams are required to ‘fail fast, fail often’. This means adapting quickly when applications are failing, in order to better serve customers.

Our team likened this to skateboarding – falling over again and again, but getting up and learning from it. This notion formed the basis and core message around the New Relic Skateboard Campaign.

New Relic branded skateboards with personalised hand written notes were sent by Punch! via direct mail to key individuals at the target accounts. We followed up with 1:1 personalised video, email content and social outreach. These touches created account engagement triggering the New Relic BDR team to follow up with the most engaged contacts at the warmest accounts.

RESULTS

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Email Click Through Rate
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Email Open Rate
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50x ROI Delivered

The results have been overwhelming, we’ve had lots of booked calls, further meetings, and prospects can’t stop raving about the skateboards. We won business in the first two months of working with Punch! In addition, the sales team are now constantly asking to be involved in the next ABM campaign!

- James Pavey, Senior Field Marketing Manager, EMEA