powell software

Here's How Powell Software Achieved 40% Higher Conversion To SQL With N.Rich

“We would of course recommend N.Rich to any B2B company that wants to use their marketing budgets in a more efficient way. Use the possibility of syncing with LinkedIn to build efficient retargeting scenarios.”

Nathalie Brassart, Global Paid Traffic Manager, Powell Software

Key Decision Factors

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ICP, intent data, ABM targeting, & attribution in one platform

N.Rich allows managing entire account-based marketing workflow in one place at an affordable price.

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Powerful ABM Advertising Platform

- Allows reaching buyers everywhere (access to 15M+ publishers)
- Average cost of engagement is 4-5x lower than on LinkedIn
- Intent-based optimisation algorithms

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The only Europe-native ABM provider

Highest quality of data, proprietary technology, and local expertise in Europe.


“Our team is using N.Rich to launch ABM advertising campaigns across multiple websites and networks and then prioritize accounts that show engagement for sales outreach and nurturing. This approach allows us to gather audience insights and generate target account engagement. We get more impactful campaigns and test various formats for the same budget.”

Nathalie Brassart

Global Paid Traffic Manager, Powell Software

Top Results

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Improved MQL to SQL conversion by 40% (from 20% to 28%)
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Zero spend wasted on irrelevant accounts from wrong verticals or too small companies
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40x wider reach and 4x lower cost per engagement with N.Rich advertising + LinkedIn Ads, compared to LinkedIn Ads alone

The Challenge - Improve Pipeline Quality

Before considering an ABM solution, Powell Software were mainly investing in Google Ads (search & display network) and Linkedin Ads.  The main challenges they were facing were:

  • Lead cost and quality from Google. When the team was launching campaigns on Google they weren’t aware who would see them. Result: a lot of contacts of students and small companies while Powell Software was looking for enterprise companies. SDRs weren’t interested in prioritizing marketing leads.

  • Expensive and hard to scale LinkedIn Ads. LinkedIn, on the opposite, was very precise - and even maybe too precise. It was very limited, hard to scale and very expensive. Analytics insights weren’t account-based either.

  • Need to target different verticals. The team had many good pieces of content such as success stories from different verticals or industry-specific blog posts, and the main challenge was to distribute them to the right people at the right time. Platforms like LinkedIn allowed vertical-based and job title-based segmentation but weren’t able to provide buyer intent insights at the account level.

What Changed With N.Rich

optimization Pipeline quality boost

ABM had a positive effect on the quality of the marketing pipeline and led to an increase in the average deal size. The conversion rate from Marketing Qualified Leads (MQLs) to Sales Qualified Leads (SQLs) saw a remarkable rise, jumping from 20% to 28%.


Instead of just handing the leads over to sales, the marketing team is now able to equip SDRs with data that help focus on the right target accounts. For instance, the sales team now gets ‘Hot Demand’ reports, generated on a weekly basis and containing data about the exact companies showing high intent towards Powell Software’s articles, video ads or website.


Decision makers from specific verticals get targeted with relevant content. Using N.Rich account-based advertising, Powell Software can show industry-specific content, like case studies from similar companies or blog articles addressing typical industry pain points, to the buying committees of relevant companies.


LinkedIn Ads campaigns work better with N.Rich data. The team is using N.Rich to launch ABM advertising campaigns across multiple websites and networks and then retarget the accounts that show engagement through LinkedIn Ads. This approach allows them to gather audience insights and generate initial engagement at a much lower cost before launching a campaign on LinkedIn.


N.Rich provides an unmatched level of precision. I know what exact companies are interacting with my ads, and I see which ads they’re watching. It’s really performing well for awareness and gives you a lot of visibility among target accounts.

Esther Daga

Head of Marketing, Powell Software

About The Company

Powell Software develops digital workplace solutions that improve the employee experience, helping companies write their own “future of work” by leveraging the talent of their entire workforce.

Industry: Software As A Service (SaaS)
Company size: 51-100 employees
Headquartered in: Paris, France

Interested in setting up an ABM strategy for your software business?
Schedule a demo with N.Rich.