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- No systematic approach to keep track of champions job movements from their 15K customers and re-engage them in the new job
- Contact data in CRM not updated regularly, leading to wasted efforts in ABM
- Lack of accurate contact coverage in ABM accounts impeded Litera marketing leadership from launching new campaign
- Litera used Boomerang to increase ABM accounts contact coverage by 20% by tracking buyers who moved out as well as new buyers that moved into those accounts
- Litera used Boomerang to find that 33% of ABM account contacts had missing information and used Boomerang to enrich them automatically
- With the help of Boomerang Account Tracking, Litera was able to launch a strategic sales campaign targeting Small Law firms within 1 month
I want to make sure that for each target account I want to go after, I have the buying center fully mapped out and we have all the right people holistically."
Litera, a fast-growing tech scaleup serving legal firms, wanted to rebuild their demand generation engine to focus more on Account-Based Marketing (ABM). As a company with multiple acquisitions, they had a huge contact database of over 1 million contacts, most of them having interfaced with Litera in the past.
With a special focus on trying to help numerous smaller law firms in America, Litera wanted to identify and target key contacts in these firms to create awareness about how Litera’s solutions can improve and streamline their business.
Problem
Litera's comprehensive suite of integrated legal tools is both powerful and user-friendly and simplifies the way modern firms manage core legal workflows, secure collaboration, and organize firm knowledge and experience. The company has grown significantly in the last few years through acquisitions and as a result has 1M+ marketable contacts in their Salesforce CRM.
Unfortunately, much of this contact data was outdated, incorrect, or incomplete, making them unusable for the marketing campaigns that the team wanted to launch. The Litera marketing team wanted to move to an ABM-first approach but the poor data quality had prevented them from launching 1-1 or 1-few campaigns. Litera also has 15,000 customers and multiple stakeholders in those companies are moving jobs to other law firms. The company did not have any mechanism to find and retarget past champions even though they are known to convert at a much faster rate.
Solution
ABM Data Quality and Enrichment: BoomerangAI implemented a combination of Champion Tracking and Account Tracking solutions to help Litera not just clean up their existing contact records within ABM accounts but also enrich those which were missing information as well as add new relevant contacts in those target accounts who were missing in their CRM.
Champion Tracking: BoomerangAI was able to create new contacts for past champions who moved jobs, and the accounts they belong to could be prioritized for the ABM strategy.
Small Law project (Account Mapping/ Tracking): While the other use cases were operationalized, BoomerangAI also supported Litera with a strategic initiative around launching a new sales campaign targeted around Small Law firms in the US. This involved mapping out all the relevant stakeholders in the target set of companies and adding them to the CRM along with their contact information.
Business Impact
Small Law project: In under 1 month, Litera’s marketing team was able to respond to the leadership request with a campaign ready to be operationalized. Using BoomerangAI’s solution for Account Tracking, the team was able to prioritize the first batch of 1.8K Small Law firms that they wanted to get started with, as well as enrich their Salesforce with ~18K high-quality contacts within these firms along with their email and phone numbers.
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ABM Data Quality and Enrichment: BoomerangAI solution identified that 33% of contacts had partial information and where Boomerang could enrich the missing information (title, email, etc.) 20% who were no longer in the role and where Boomerang could flag those in the CRM, whereby Litera could take them off the ABM program and make it more efficient.
Champion Tracking: BoomerangAI was able to identify those past champions out of the 20% who moved jobs who had joined other target law firms and use this information to trigger downstream multi-touch, multi-modal engagement programs to convert them into sales pipeline.
