NVIDIA is a renowned technology company that specializes in advanced graphics processing units (GPUs), as well as other high-performance computing solutions. The company has gained widespread recognition for their exceptional performance in gaming, artificial intelligence, scientific research, and various industries.
At some point, the team started noticing that uncoordinated and irrelevant activities across marketing and sales were negatively impacting the customer experience. So Ari Capogeannis, Director of Revenue Marketing at NVIDIA, decided to create a better strategy that delivered high-value and personalized interactions throughout the buyer's journey.
NVIDIA's target accounts typically involved more than nine key decision-makers, who were bombarded with six to eight different message sources from the company. This scattered marketing approach often led to engagement signals that were either irrelevant or confusing for SDRs.
Recognizing the need for improvement, Ari aimed to align sales and marketing while enhancing the overall customer experience. Achieving this required a technology solution that could identify key decision-makers, personalize their journeys, and provide valuable engagement data for continuous improvement.
Ari chose Influ2 as the ideal technology to serve as the foundation of their marketing stack. Leveraging Influ2's person-based ads, Ari's team was able to identify decision-makers within their target accounts and deliver personalized, in-market experiences.
The team adopted a swimlane approach, categorizing prospects based on their roles and stages in the buying process. This helped them curate relevant and personalized experiences.
Person-based ads were then utilized to target display and social media ads directly to decision-makers and buying groups within their existing target accounts. Not only did this approach improve the customer experience but it also provided actionable reporting on engagement.
This approach went beyond traditional Account-Based Marketing, merging sales and marketing into a cohesive revenue ops cycle with a focus on conversion.
By delivering the right message to the right person at the right time, NVIDIA achieved a seamless and effective alignment between sales and marketing efforts, greatly enhancing the overall customer experience.
Incorporating person-based advertising allowed NVIDIA to rediscover and re-engage key decision-makers.
The use of person-based ads had a significant impact, enabling the team to identify in-market accounts and automatically qualify leads. The campaign resulted in a substantial increase in engagement. Most importantly, the alignment between sales and marketing allowed NVIDIA to actively engage with in-market decision-makers, accelerating the journey to pipeline creation.