Kitcast ABM Marketing

Kitcast, a valley-based digital CMS startup, engaged Revenue Institute to build out an Account-Based Marketing (ABM) strategy from scratch. Without a proper sales and marketing function, the goal was to create a highly targeted, yet scalable system targeting enterprise-level marketing executives.

The largest challenge was breaking into the enterprise as a startup without a known brand. Catching the attention of marketing executives in Fortune 500 companies required a vast amount of account data, org chart breakouts, multi-touch campaigns, and cross-channel communications.

First, Revenue Institute discovered that Jointly could create a "cleansed" splash page on a new domain that had zero references to cannabis. Sending ad traffic to an optimized landing page and then the app store proved effective and dropped download costs drastically. Furthermore, Revenue Institute developed an algorithm that connected the data between the "cleansed" landing page and Mixpanel data. It means that Jointly could test new audiences and track conversions better.

Revenue Institute was able to help coordinate deals with Facebook, Apple, Disney, and more. This resulted in a compound effect due to the credibility these logos bring; making new accounts more comfortable.

Kitcast was able to replicate the system Revenue Institute implemented to continue a "land and expand" approach within enterprise accounts they couldn't get a meeting with previously.

The company was able to combine sales and marketing efforts in a way that reduced customer acquisition costs and penetrated accounts faster, leading to quicker sales cycles.