Increased campaign engagement while consolidating the number of tools in marketing tech stack
Challenge
The unique structure of each higher education institution — from enrollment size to the variety of specialized programs — can make getting in front of the right decision-makers a challenge. Because their Total Enrollment solution typically serves multiple stakeholders on a single campus, Liaison needed to expand beyond one-to-one outreach and implement an account based marketing (ABM) strategy.
“We wanted to broaden our reach within an entire account, rather than hoping that the one person we are targeting responds,” says Austin Spikes, Senior Manager of Growth Marketing. “As a true ABM tool, we were confident Marketing would support our goal to position ourselves as a solution for an entire institution, not just one person.”
“There are several distinct benefits of Marketing — the ability to build and segment audiences is something we can’t do anywhere else. The data is extremely powerful, the reporting capabilities are giving us information we’ve never had, and it is extremely user-friendly.”
RJ Nichol
Growth Marketing Specialist
Solution
To target newly discovered accounts effectively, Liaison’s Growth Marketing team is building custom, combined audiences based on the most important demographic, firmographic, and buying signal data. This allows the team to target the right contacts without wasting time or money using outdated or incomplete data — and they’re seeing immediate results.
“We were still getting familiar with the platform when we started running brand awareness ads. It was a low-spend opportunity for us, and with an almost immediate form-fill, our team considered this a big win,” Growth Marketing Specialist RJ Nichol says.
Marketing’s out-of-the-box integration with HubSpot, which hosted the campaign landing page, allowed the team to build follow-up audiences easily based on specific filters for campaign engagement and opportunity activities — all without ever leaving MarketingOS.
The Results
Marketing has allowed Liaison to increase campaign engagement while consolidating the number of tools in their marketing tech stack, and with ZoomInfo’s ongoing support, Liaison continues to uncover new avenues for Marketing to power their campaigns.
Weekly sync meetings with ZoomInfo’s Customer Delivery Team, for example, have helped Liaison gain greater visibility into campaign spend and performance. These metrics have already informed strategic adjustments and allowed Liaison to measure success more closely and draw comparisons between campaigns.
“There are several distinct benefits of Marketing — the ability to build and segment audiences is something we can’t do anywhere else,” Nichol says. “The data is extremely powerful, the reporting capabilities are giving us information we’ve never had, and it is extremely user-friendly.”
