Case IQ levels up their ABM strategy and operations with Demandbase

Executive summary

Case IQ, a leader in providing innovative whistleblower hotline, case management, and compliance monitoring solutions , sought to revamp its ABM strategy after experiencing limitations with its previous provider. Case IQ turned to Demandbase to address these challenges, which included clunky interfaces, inadequate support, and inefficient synergy between marketing and sales.

By choosing Demandbase, Case IQ achieved seamless implementation, unlocked predictive analytics for account scoring, and benefited from unparalleled customer support. These changes revitalized their ABM strategies, enabled faster account engagement, and gave their team confidence to execute bold marketing initiatives.

Introduction

Case IQ serves HR, Compliance, Fraud, and Security teams by offering advanced tools that streamline corporate investigations, case management and compliance workflows. Although pioneering in its space, the company faced the challenge of elevating its ABM program beyond the status quo and aligning its sales and marketing teams.

With key team members pushing for an upgraded ABM platform, Case IQ launched an evaluation process that led them to Demandbase, a platform they describe as highly intuitive, flexible, and aligned with their goals for a scalable ABM strategy.

The problem

Before adopting Demandbase, Case IQ faced significant hurdles with its existing solution, which limited the company’s ability to evolve its ABM strategy and identify high-value accounts efficiently. These hurdles included:

• Platform frustrations
  While using RollWorks as their ABM platform, the Case IQ team frequently struggled with the system’s clunky interface and limited account insight capabilities. The lack of customization options significantly hindered their ability to optimize campaign efforts.
• Insufficient marketing-sales synergy
  RollWorks failed to provide the necessary tools to streamline collaboration between Case IQ’s sales and marketing teams. This created inefficiencies, with gaps in communication regarding account engagement and intent data.
• Vendor relationship gaps
  Case IQ experienced minimal ongoing support from its previous ABM provider. Opportunities for innovation and optimization were lost due to inefficiencies in the vendor-client relationship, making it clear that a new solution was needed.

The solution

Case IQ selected Demandbase for its innovative capabilities, competitive pricing, and user-friendly design. The platform allowed the team to tackle challenges head-on while positioning itself for future growth.

Implementation highlights

• Ease of use
  Case IQ found the Demandbase platform “remarkably simple” to implement, even for team members new to ABM tools. This smooth onboarding process minimized downtime and accelerated their timeline for seeing results.
• Strategic insights
  With its predictive analytics, Demandbase allowed Case IQ to generate targeted insights that strengthened how they approached account scoring and pipeline prediction. A core feature that stood out was Demandbase’s ability to create tailored journeys for diverse industries and product offerings.
• Unmatched support
  Unlike Case IQ’s previous platform provider, Demandbase offers multi-level professional services. Case IQ was assigned specialists, including an account manager, advertising strategist, and technical strategist, who helped guide campaigns for maximum impact.

Competitive advantage

During the evaluation process, Case IQ also considered 6sense, another ABM platform. While both platforms offered valuable features, Case IQ chose Demandbase due to its intuitive design, competitive pricing, and existing familiarity among Case IQ’s team members. Additionally, the scope of support available from Demandbase was a significant differentiator.

Results

By making the switch to Demandbase, Case IQ transformed its operational workflows.

• Faster implementation
  Within three weeks, Case IQ launched their first campaigns. The simplicity of Demandbase’s platform minimized downtime, ensuring rapid results.
• Improved collaboration
  Marketing and sales finally found their groove. Shared dashboards, email insights, and engagement metrics provided a common ground for teams to align on key accounts.
• Data-driven decisions
  Demandbase’s predictive analytics went beyond surface-level metrics, empowering Case IQ with algorithm-based insights to prioritize accounts and evaluate pipeline potential.
• Empowered marketing team
  With robust ongoing support, Case IQ’s marketing team could finally operate with 100% confidence, executing campaigns that drove engagement and results.

Key takeaways

1. User-friendly platforms matter
   Investing in intuitive tools reduces onboarding friction and accelerates results, providing teams more time to focus on strategy.
2. Support changes the game
   The ability to access tailored guidance and industry expertise empowers teams to innovate with confidence.
3. Predictive analytics Is transformative
   Demandbase’s advanced account-scoring features are a critical component in driving Case IQ’s ABM success.

Looking ahead

Case IQ is eager to explore more of Demandbase’s capabilities, like advanced advertising tactics, personalized account journeys for different products, and scaling their outbound motion. With Demandbase as a trusted partner, Case IQ is set to continue evolving their strategy and driving growth.

Conclusion

Demandbase helped Case IQ streamline their ABM program, making it intuitive and effective. With new insights, better collaboration, and real confidence in their tools, Case IQ is ready to win bigger in the competitive risk management market.