#3QSUMMIT

Client Case Study: AppFollio

10:00 - 10:15Ada Pally, VP of Client Services at 3Q Digital

Lisa Horner, Director of Marketing at AppFolio

APM + 3Q = #winningLisa Horner & Ada Pally

our office

APPFOLIO, SANTA BARBARA CA

Our mission is to revolutionize theway small and medium-sized businesses

grow and compete by enabling their digital transformation

Purpose Built Software for Vertical Markets

Scalability of the Cloud + Customized Functionality

for Vertical Markets

Long-Term Customer Who Relies on Our Software to

Run Their Business

=

Flexible Solution For The Modern Legal Practice

End-to-End Solution For The Modern Property Manager

Property Management & Legal Industries

So what is account based marketing?

Account Based Marketing is all about quality over quantity. Marketers are looking to increase efficiency by aligning with Sales to identify, attract, engage and close the accounts they value most.

The Funnelholic says,

“One of the key differences between ABM and

outbound sales is that marketing is signed up to

deliver ‘always on’ communications to multiple

stakeholders in the account.”

- Craig Rosenberg, Chief Analyst @ TOPO

Ada and Dorran, the geniuses, say:

Nurturing in the wild!

Our hypothesis:

Accounts that see our conversion-focused ads on the interwebs will convert to sales opportunities at a higher rate - all else equal.

Defined our highest-value customers.

WHY WE WIN PEOPLE BEHIND THE BRAND COMMERCIAL IS HERE! CUSTOMERS SAY IT BETTER

We had to f’ing pixel them!

Campaign Frequency

Traffic Results

RESULTS ARE IN!

● 133 sales opportunities generated

● 13.1% conversion rate

● + 63.8% increase in conversion rate against control

targetaccounts

contacts

contactspixeled

accounts converted to opportunities

pixeled accounts

Takeaways + next steps:

● Account Based Marketing works

● Using top-funnel media vehicles for personalized digital nurturing works

● Partner closely with the 3Q team to expand your notion of remarketing - use media channels to talk to the customer you want to win

● Next steps: keep it going, use lookalike capability to find additional high value prospects, test Google Customer Match

Don’t count the people

that you reach; reach the

people that count.

- David Ogilvy