Gigamon slashes lead costs by 80% with Anteriad’s ABM strategy
Challenge
With the end of the year fast approaching, Gigamon's marketing team needed to drive net-new leads from key accounts--but they faced challenges with high lead costs and limited time. They needed to reduce cost per lead, optimize strategy, and increase efficiency to maintain growth momentum into the new year.
Solution
Gigamon partnered with Anteriad to implement a data-driven ABM strategy:
- Custom audiences: Anteriad created highly targeted, multi-channel audiences using the Anteriad Marketing Cloud, leveraging cookie-based data for better reach and targeting.
- Multi-channel activation: Four campaigns were launched, including email and programmatic display ads, delivering personalized messages to Gigamon’s key accounts.
- Audience insights: Contacts engaging with emails were prioritized for display ads, ensuring high alignment between digital audiences and target personas.
Results
- 80% reduction in cost per lead from ideal customer profile (ICP) accounts
- 90% net-new names added to their database from ICP accounts
- 40% increase in click-through rate on display ads
- 40% decrease in cost-per-visit to their website from ICP accounts
“The Gigamon team had difficult ABM goals in front of them, but together, we were able to implement a robust solution that targeted their ICP accounts with a top-to-bottom strategy to drive more qualified leads at a lower cost than what they had gotten in the past,” said Eric Newell, Vice President, Strategy and Customer Success at Anteriad. “This approach provides a great foundation for Gigamon to continuously test and improve on their strategy and we’re excited to partner with them on that journey.”
Gigamon is a leading network visibility and traffic monitoring company offering visibility across a company’s entire hybrid cloud network, helping organizations achieve better customer experience, minimal security blind spots, and decreased cost and complexity.
Customer Testimonial
We had a lofty goal to dramatically improve the scale and reduce the cost of our ABM program at the same time. Anteriad really came through with a solution that worked quickly, but that also lays the groundwork for long-term success. The benefits from Q4 are just going to continue. Anteriad is helping us create a more efficient funnel with quality conversions to the pipeline. They understand current market conditions and guide us through the process with modern B2B marketing models.
Marina Lemas
Integrated Demand Marketing
Gigamon