Virta Success Story: 10X Account-To-Opportunity Conversion With N.Rich
“We realized the value of N.Rich's ICP sales velocity scoring a couple of months ago. There's no way that anyone could manually be calculating that type of stuff. All of a sudden N.Rich was not only a marketing tool anymore, but something that we can really use to guide our sales.”
Samuli Ahola, Director of Digital Sales and Marketing, Virta
Top Results
Built an ICP model increasing SDR account-to-opportunity conversion by 10X and AE opportunity win rates by 6X
Improved sales & marketing alignment by pushing buyer intent and engagement insights through CRM and building a unified lead scoring model
€13 million in created pipeline and roughly €1.3 million in closed sales influenced by ABM campaigns run through N.Rich
Key Decision Factors
Solution that fits the budget
Europe-focused platform with great European IP data
Integrated with HubSpot
What Changed With N.Rich
Virta started using N.Rich a year and a half ago, in the initial 6-month period they had to learn and adapt but the results followed. The first six months were a training period, and it took some time until they internally learned to better align their marketing operations with sales, which was really the key.
Built an ICP model that is used across marketing, sales, CS, and even product departments
"There is a potential for 10x more pipeline created and 6x more closed deals for the high-velocity companies compared to the low ones. Sales velocity is one of the best metrics to measure where the sales are effective and where they’re not. Now we have this data point that we can easily integrate and basically enrich our whole database with scoring. That actually gives you a prediction of how your sales have been doing with these types of companies in the past.”
Eliminating manual work with CRM integration
“HubSpot integration enabled us to transfer the data automatically back and forth. That has made the experience with N.Rich much better because the data transfer is so much easier now. Much less manual work, much less Excel. If the data lives on some other platform that most of the marketing operates on and then sends one e-mail a week, nothing is going to happen.”
€1.3 million in closed won pipeline influenced by N.Rich’s ABM campaigns
“Results are really good. We generated €13 million in created pipeline and roughly €1.3 million in closed sales influenced by ABM campaigns run through N.Rich. Account-based advertising definitely has an impact especially when you have this joint effort between sales and marketing. That is when you know exactly which companies you're going after.”
360 ICP profile ready for implementation in 2023
“We're going to be digging much deeper into the ICP profile. We are going to have the product team and the CSM team involved. And then we would be able to identify a sort of 360 ICP profile. I think that is going to be a real sweet spot for marketing, product, and customer success.”
