Case study: Automated personalization in the world of ABM

How Punch! used Turtl's software to help close 2 out of 3 target accounts at a critical moment

How it all began

As Q4 was drawing to a close and sales conversations were beginning to dry up, the team at Punch! had three cybersecurity companies sitting in their pipeline.

While the conversations were going well, they were concerned about how several weeks of vacation would impact that momentum. To accelerate the sales cycle, Deanne Crocker, Marketing Manager at Punch! ABM, turned to Turtl's cutting-edge content automation platform.

Punch! ABM is a B2B marketing agency offering end-to-end account-based sales and marketing support to enterprise technology companies

How Turtl’s content automation platform works

Step 1: Create
Use Turtl's drag-and-drop editor to quickly produce content packed with interactive widgets.
Step 2: Personalize
Decide which aspects of your content you want to tailor, like name, logo, video, or even entire pages.
Step 3: Automate
Generate custom versions of your content one person at a time, or for a list of thousands.
Step 4: Analyze
Monitor the performance of your content overall and drill down into the analytics of each personalized version.

I think Turtl's personalization features are the real sweet spot for us, [...] It's great for outreach because you can quickly build a piece of content and then automate it so that every recipient sees a personalized video on the cover page, for example. Having all of these custom elements appear automatically throughout the document is really powerful on a one-to-many scale.

Deanne Crocker, Marketing Manager at Punch!

What did Deanne do as crunch time approached?

Deanne was able to create one piece of digital content using Turtl's editor that would appeal to all three cybersecurity companies because it was an analysis of their shared audience and an overview of content consumption trends.

She then used Turtl's automated personalization feature to instantly generate three separate versions of the content, each tailored to incorporate the company names and other identifying markers.

What were the results?

2/3 target accounts won

Deanne believes that Turtl's tool allowed her to produce seemingly custom-created content that helped Punch! make a powerful impact at just the right time.

New content insights

Turtl content is fully trackable at a granular level. This helped Punch! discover:

In one account, the content was sent to 6 target contacts, but was read by 10 unique readers. This proved the effectiveness of this personalized content as it was being shared internally, increasing Punch!'s influence.
By monitoring where the average readers across the accounts were dropping off, Deanne realized that the content could have been a third its size and had the same impact. This will streamline future content creation