As Stearns’ team became more established, they began exploring new marketing channels and looking for partners to generate leads. Inbound lead flow was healthy, but CircleCI aimed to expand its top-of-funnel lead generation activities for high-trajectory growth. With a niche consumer in the DevOps world, CircleCI needed a partner that could go beyond generic IT managers to find DevOps managers. Given the industry’s state of bleeding-edge technology, they encounter many early adopters but finding companies in new markets that were behind the adoption curve posed a significant challenge.
Several vendors were considered. Upon connecting with PureB2B and running a pilot program, CircleCI was finally able to filter down to the specific DevOps roles that were most important for sales revenue goals. Mr. Stearns saw that PureB2B shared their goal of steady, scalable growth and improvement, and this made it clear that we were the right partner to help them evolve with their best interests in mind. Responsiveness and timely delivery during the pilot program were major deciding factors as PureB2B exceeded expectations.
PureSyndication initially helped expand CircleCI’s footprint into new markets of enterprise-sized businesses that were behind the technology adoption curve. The multi-channel outreach campaigns provided guaranteed lead volumes across the PureB2B global audience of technology buyers. These first-touch leads ultimately converted to opportunities at an increased rate.
In 2019, as CircleCI’s marketing and sales teams needed to be more focused, PureABM was added to the solution mix as a supplementary means of expanding into target accounts. The solution reached and engaged with the right decision makers within CircleCI’s target ABM list using multi-channel engagement, intent data layering, and tactical account targeting. Sales Development Representatives and Account Executives at CircleCI were then able to accelerate their efforts with the steady supply of targeted account leads supplied by the PureABM program.