- 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
Challenges
Narvar, founded in 2012, is a leading customer experience platform that specialises in post-purchase communications and logistics. Serving over 800 brands globally, Narvar has established itself as a trusted partner for retailers. Their customers love their brand and like to re-purchase Narvar solutions when they change companies
They wanted to capitalise on this and make a scalable pipeline channel out of customers and other engaged contacts when they change jobs.
“We tried using LinkedIn but the process was manual, there were issues with false positives, and our BDRs weren’t doing it consistently.
We also tried Zoominfo but the data was not always up to date and the automation wasn’t what we hoped for”
-John Charlesworth, Sr. Director, GTM Systems, Narvar
Solution
Boomerang helped Narvar automate the process of tracking job changes and ranking these leads based on relevance, leading to a more timely and effective outreach to potential customers.
🚀 Pipeline Generation:
BoomerangAI scans the Narvar customer and other engaged contacts every month and identifies the job changes. These job changes are then filtered by BoomerangAI to remove the leads falling out of Narvar’s serviceable market. The relevant profiles are then matched to the existing accounts in their CRM to classify them as leads and contacts. The new leads and contacts are enriched with contact information, company firmographics, past relationship details, and fields required for routing and sequencing. BoomerangAI then tiers these leads based on past relationship context, current account and role fit as per Narvar ICP. These leads and contacts are then pushed to the CRM, responsible users (AEs/BDRs) are notified, and these leads are sequenced as per the respective tiers.
❌ Churn Prevention:
BoomerangAI flags the past contact record as no longer working in current job. The new contact record is also bi-directionally linked to the past contact record for ease of reference. The past account CSM is then notified that the person has moved jobs which helps them get a headstart on establishing new relationships to prevent possible churn.
BoomerangAI Partnership Journey:
After evaluating BoomerangAI’s POC results and its seamless integration with Narvar’s martech tools, the company decided to partner with BoomerangAI to automate and scale their champion tracking program.
Impact on Pipeline
Narvar achieved the following results within a year of deployment:
🪃1700 qualified leads
✅387 opps influenced
📈$17M in pipeline influenced
💰$1.2M revenue influenced
🔥10x+ ROI
“Our SDRs eagerly await new Boomerang's leads. These leads convert with much less effort since we are not starting a conversation from scratch, instead we pick up where they left off.”
-John Charlesworth, Sr. Director, GTM Systems, Narvar
- Narvar started with tracking all customer contacts in July, 2023.
- Within a couple of days of launch, the first meeting was booked.
- Integrated gifting into the sequence for tier 1 leads
- Expanded to track contacts from churned accounts, closed lost opps, and open opps in November, 2023, tripling the size of contacts tracked
“We attained open rates as high as 70-80%, and reply rates as high as 12-14% on Boomerang sequences. The win rate for the Boomerang opps also stands close to an impressive 20%.”
-Mathew Lonetto, Global Business Development Lead @ Narvar
