CASE STUDY
Okta:
ABM Demand at Scale
EMEA demand generation across the 1-2-Many and 1-2-Few Frameworks
ABM, Account Mapping, Customer Journeys, KPI Mapping, Content Syndication, Lead Management, Programmatic, Social, Partnerships, Vertical Campaigns
Okta is a leading independent Identity partner for organisations around the globe. They are relentlessly focused on Customer and Workforce Identity so that their customers can enable secure access and seamless experiences for their customers, employees, and partners.
The Challenge
Since 2020, the demand for superior identity management and remote workforce solutions has surged, presenting Okta with the challenge of scaling rapidly to meet market demand and capture interest ahead of competitors.
In response, Okta sought a scaled strategy that would not only meet heightened pipeline targets but also work in close alignment with their Sales teams and pipeline management processes, ensuring seamless growth and competitive edge in a burgeoning industry.
The Solution
We were tasked with architecting and executing an Account-Based Marketing (ABM) strategy to amplify demand at scale across the UK, Ireland, Germany, France, Spain, Italy, and the Nordics.
Our key performance indicators (KPIs) centered on generating marketing-sourced leads through inbound and offsite conversion tactics, targeting specific job titles within chosen accounts, with an ambitious MQL rate goal.
We pioneered a 1-2-Many and 1-2-Few framework throughout EMEA to spark meaningful demand from strategic target accounts. This initiative provided vital engagement support to core verticals and curated account shortlists, enhancing the quality of conversion.
