How Clari Wake's the Dead

One of my favorite go-to 1:Few strategies is running a closed lost campaign, or as we deem it at Clari , Wake the Dead.

Why?

It's a great way to help accelerate qualified pipeline growth by targeting accounts who had previously expressed a pain point(s) that our company could solve for.

In Q2 of this past fiscal quarter we ran this for the first time and we exceeded our booked meetings goal, qualified meetings goal and pipeline, generating just over $1m in qualified pipeline.

As Q4 approached, we wanted to run it up. Here's how we did it.

Align with SDRs + AEs

To start, we casted a wide net of accounts and worked to narrow in on the best ones by looking back one year and refining by specific lost reason (timing, ghosted, meeting no-shows, etc.).

From there our SDRs, Alexis Wall and Nick Forrester manually combed through their accounts, getting anecdotal feedback from AEs on each lost opportunity. And I cannot commend these two enough for their work.

Closed lost reason is one variable, but by gathering anecdotal feedback from the AEs who worked the deals you get more insight into if these were once viable opportunities that we can try to revive.

Align on messaging + assets

From the marketing side, I wanted to ensure we were breaking through the noise and creating a sense of urgency with our messaging and channel selection.

End of the year, Q4, is a lot of pressure for everyone, regardless of industry. One of the great things about Clari 's Revenue Platform is it provides a clear view of the health of your deals so you can save the ones at-risk before they slip.

You see where I'm going with this.

At this moment in the quarter/year, we had been running quite a bit on LinkedIn, but not much, if anything, via targeted display ads.

Now, there's a lot of controversy around display ads, but dammit I'm still an advocate for using them. And I wanted to use this situation as a test.

No LinkedIn. Just display. Change it up and break through the noise.

We launched our display ads targeting senior level personas via 6sense , sending them to a curated landing page created using Folloze .

The results

I will preface this by noting the final number of accounts we targeted was only 42. So our goals weren't some outrageous number, and I won't sit here and say we crushed our by qualified meetings goal by 300%.

Our goals for this campaign were 6 meetings booked, 4 qualified meetings, and $500k in pipeline. With three days left in the quarter, Alexis and Nick have freaking crushed it. Together they have 8 meetings booked, 5 qualified meetings worth over $1.1m in pipeline, good for $220k ACV. Absolute rock stars.

And those display ads? Drove tons of increased engagement for Alexis and Nick.

We reached all 42 accounts with a 79% account CTR, .17% VTR (I do wish this metric was higher ??), and .07% CTR (pretty good!).

But via 6sense metrics, we had 93% of our accounts engage with the display ads, with 67% showing increased engagement on our website.

Do I trust these metrics? Yes. Why? My guy Conrad J. Millen , our Director of Marketing Ops. He'd be the first person to tell you if he didn't trust something, and I made sure he was confident in those engagement metrics.

Takeaways

Moving into the new fiscal year we will continue to run our Wake the Dead campaigns on a bi-quarterly.

As for our display ads, yep I'm running with them. But these will be triggered for very niche 1:Few strategies similar to Wake the Dead.

Stay tuned for how those perform this year ??.