Martech Awards case study: How Jabmo won Gold for ‘Best use of Martech for sales enablement’ for ‘Extending a helping hand with data driven marketing and sales enablement: A case study with First Onsite’ by Jabmo
First Onsite Property Restoration is a leading disaster recovery and property reconstruction company that provides essential services to help customers recover from unexpected crises. However, the disaster recovery business is inherently reactive. First disaster strikes, and then customers reach out for help - a model not conducive to accelerated revenue growth.
So First Onsite’s marketing team set out to build an ABM programme that would proactively educate key prospects and clients, across all target industries, on its full range of high-quality services. Then, sales would be ideally positioned to secure contracts with key accounts as their restoration partner of choice - before disaster happens.
First Onsite sought the tools to set both marketing and sales up for success. In June 2021, First Onsite implemented the Jabmo Omnichannel ABM platform, a complete solution for data-driven B2B marketing. Leveraging Jabmo’s IP-based technologies, omnichannel capabilities, and sales enablement tools, the marketing team now effectively: delivers customised messaging to target industries; reaches entire buying groups within key accounts; and arms sales reps with actionable insights into buying intent.
Through sales and marketing alignment—enabled by Jabmo’s technology and ABM expertise—First Onsite has uncovered new opportunities, closed bigger deals, and experienced incredible company growth.
About First Onsite
First Onsite Property Restoration is a leading disaster recovery and property reconstruction company serving North America and beyond. It operates from more than 90 locations across the United States, Canada, and Puerto Rico, and is headquartered in Englewood, Colorado.
First Onsite’s full range of services include catastrophic event restoration, water and flood damage restoration, fire and smoke damage restoration, COVID-19 decontamination, and emergency response planning.
The company specialises in multiple practice areas, with its work spanning healthcare, education, government, hospitality, insurance, manufacturing, transportation, multi-unit residential, single-family homes, and more. Businesses, homeowners, and communities alike confidently rely on First Onsite to be the first to arrive and to make a difference in times of crisis.
Specific issues or challenges to be addressed
Before the ABM initiative, First Onsite faced several key challenges.
First, the disaster recovery business is inherently reactive. Prospects and clients generally do not reach out to sales until they’re already facing a crisis. First Onsite wanted to proactively reach and educate key accounts so that when disaster strikes, the company would already be the partner of choice. This goal just couldn’t be achieved with its current marketing strategy, which primarily relied on search engine optimisation (SEO) and Google Remarketing. In short, First Onsite had to wait until prospects visited its website to even begin engagement.
Next, First Onsite provides such a wide range of services in so many diverse practice areas. A hotel chain’s disaster recovery needs, for example, are going to be far different than an insurance adjuster’s needs. So it was critical for the company to tailor its marketing messaging to speak to each industry’s unique needs and challenges, but the company did yet have the technology to do so.
Finally, First Onsite faced a common hurdle in modern B2B marketing—many B2B buyers remain anonymous throughout most of the buying journey. This makes it a big challenge for marketers to identify key accounts visiting their website or track overall engagement. Marketing needed tools to better understand engagement data and harness buying intent signals from across its website and marketing assets—and then funnel actionable insights to sales to help reps win more big deals.
These challenges are what led First Onsite to Jabmo, experts in ABM for B2B organisations that rely on complex sales for growth.
The target audience
First Onsite needed to educate prospects and clients on its full range of high-quality services, and then secure contracts with key accounts as their property restoration partner of choice. This audience was challenging to engage because most of the restoration and reconstruction business is reactive. Customers generally wait until a crisis actually happens, and by then, it is too late to shape their thinking. To address this challenge, First Onsite adopted an “always-on”, omnichannel strategy to proactively reach key account buying group members wherever, and whenever they are online. Jabmo’s account-based IP display advertising capabilities, as well as its integrations with the leading social platforms, made this approach possible.
Then with its target audience spanning so many diverse practice areas—including healthcare, education, government, hospitality, insurance, manufacturing, transportation, multi-unit residential, single-family homes, and more—First Onsite knew it needed to customise its omnichannel outreach with personalised messaging for each unique industry. This led First Onsite’s marketing and sales teams to develop multiple, specific ABM use-cases and campaigns that would truly resonate with their targets.
An additional hurdle was that large B2B buying groups tend to remain anonymous throughout most of the buying journey. They spend most of that journey conducting research online, without providing any personal information. To overcome this challenge, First Onsite selected a platform that leveraged IP-based technologies. This would provide the marketing team with a reliable, privacy-compliant way to: identify key accounts visiting its website and interacting with marketing assets, unite engagement data for analysis, and harness buying intent signals to help sales reps win more big deals.
The martech solution
Adrian Fulle, VP of marketing at First Onsite, had used the Jabmo Omnichannel ABM platform at a previous company, and immediately knew it was the ideal solution for First Onsite’s specific needs. Jabmo’s platform and managed services offered everything First Onsite needed to make the shift to proactive, data-driven B2B marketing and empower the sales team with actionable insights.
Though deployment was smooth, there was a big change management element involved. For the ABM programme to be truly effective, First Onsite knew that its sales and marketing teams needed to really collaborate around key account engagement. Marketing needed to do more than hand off individual leads to sales. Instead, they needed to monitor overall engagement for entire buying groups within key accounts and then sense when buying intent surges. The Jabmo platform’s account based analytics and automated alerts made this an efficient and user-friendly process.
Sales, in turn, needed to commit to utilising the wealth of timely buying intent insights provided by the marketing team. Fortunately, Jabmo’s technology made this transition easy. Sales reps did not have to learn yet another software or tool. Instead, key account insights are delivered right where sales reps are already working—in email and Salesforce.
Everything they need is right at their fingertips.
To encourage this collaborative effort, First Onsite invited the Jabmo team to attend its annual sales kick-off meeting. Jabmo spoke with the sales reps about all the use cases for ABM, and the sales people were enthusiastic after seeing all the possibilities. Now sales is even bringing ideas and requests for new campaigns to marketing, rather than the old way of waiting for marketing to pass over leads.
Led by Adrian Fulle, VP of marketing, First Onsite’s marketing and sales teams worked with Jabmo’s ABM strategy experts to develop ABM campaigns, messaging, and content around specific use cases—and then selected target accounts who fit those use cases. Just a few use-case-based campaigns include.
Industry-specific campaigns where messaging is specifically tailored for individual industry’s needs. Display ads targeting insurance adjusters, for instance, encouraged viewers to “shorten the claims process” and to put “your client back in business faster.” In another example, ads targeting hospitality companies focused on minimising disruption for guests when disaster strikes.
Acquisition campaigns that reintroduce new additions to the First Onsite family. After acquiring Manhattan-based emergency response and restoration services provider Maxons, First Onsite launched a ‘Welcome Back to New York’ campaign targeting all verticals. As businesses across New York began returning to work after Covid-19, messaging reassured customers that First Onsite is still here as their trusted restoration partner and can remedy any property issues customers find upon returning to their offices.
Natural disaster-focused campaigns that encourage key accounts in frequently affected regions to proactively prepare for natural disasters. These include campaigns around fire season and hurricane season.
Master service agreement (MSA) awareness campaigns that drive engagement with companies after they name First Onsite as their partner of choice. When First Onsite signed a major commercial real estate company that operates hundreds of sites across the United States, marketing developed a campaign targeting employees across locations to spark engagement for quick wins.
Once launched, the campaigns delivered tailored messaging to buying group members within key accounts via: IP-based display advertising, LinkedIn advertising, and account-based advertising and retargeting on Instagram and Facebook.
The customised IP-based display ads are delivered based on a viewer’s company IP address, even down to the division and geographical location. Consistent messaging is also delivered across LinkedIn and social channels, engaging key account decision makers wherever and whenever they are online. And when anonymous viewers visit the First Onsite website, Jabmo’s proprietary IP-sensing technology identifies each visitor’s company IP address. Known and anonymous website activity gets associated with key accounts and are addressed accordingly.
Ultimately, Jabmo’s Account Data Platform unites all IP and first-party data from the website and ads, as well as unfiltered data from LinkedIn, Facebook, and Instagram, to uncover insights into account-level engagement.
Jabmo then automatically sends two types of individualised email alerts to key account sales managers, which are personalised based on their portfolio:
Real-time surge alerts: The Jabmo platform constantly monitors key account engagement across digital channels. Surges in buying group intent trigger email alerts to the appropriate key account sales manager, who can reach out with relevant information and offers.
Weekly account reports: Regular reports summarise engagement for multiple accounts in a sales manager’s portfolio, helping them prioritise accounts getting ready to buy. Insights provided include engagement over the past week, top engaged accounts, and any increases over time.
In addition, Jabmo delivers account-based insights through a Salesforce integration. Within the Salesforce application, the Jabmo Insights tab and Jabmo Account Engagement Reports show buying intent surges and key account activity across all channels. Insights reveal how accounts are coming to key pages, most engaged locations, and most engaged pages—helping key account sale managers plan outreach and focus their valuable time on the right accounts.
Impact on the business
The Jabmo platform enabled First Onsite to take a true omnichannel approach to ABM—thanks to its account-based advertising capabilities and direct integrations with all the major marketing channels.
By leveraging recent IP-based marketing technology, First Onsite overcame major roadblocks around delivering customised messaging to unique industries and reaching anonymous buyers. Now, both known and anonymous buying group members within target accounts reliably receive tailored ads with zero wastage.
Jambo also solved First Onsite’s challenges with analysing anonymous customer buying intent signals. Using Jabmo’s Account Data Platform and account-level analytics, the marketing team monitors uplifts in account-level engagement and buying intent across all channels—in real time—and can even see which divisions or regions that interest is coming from. Marketing then empowers sales with timely insights, empowering reps to reach out at the perfect time with offers, meeting requests, and more. The company has begun securing MSA with key accounts, who now have the procedures in place to call First Onsite when disaster does happen.
Notably, these data-driven insights have even uncovered opportunities with accounts or divisions that were not yet on First Onsite’s radar. In one example, Jabmo detected a significant rise in website engagement coming from a major hospitality chain’s DC/Northern Virginia region and immediately alerted the appropriate sales rep. That rep reached out to his contact and discovered the resort side of that hospitality business had an RFP out for restoration providers. First Onsite got included in the RFP—and won the deal.
Ultimately, an omnichannel ABM strategy and Jabmo’s enabling technology and services have driven strong sales and marketing alignment. First Onsite understands that solidifying this alignment will be the key to aggressive revenue growth in the years ahead.
ROI (and budgeting)
First Onsite can use Jabmo’s ROI AnalysisToolset, which provides a comparative analysis of how effectiveAB campaigns are in growing engagement with target accounts compared to a control group of accounts. This analysis helps marketersprovetheir valueto stakeholdersand obtain more budget to expand profitable ABM programmes. Even though First Onsite is in the initial awareness stage of messaging, they can use that tool to see how their ABM efforts are performing against the control group.
The most effective ABM campaigns for complex sales can take many months to see a proven ROI. ABM is a marathon, not a sprint.
Adrian Fulle, VP of marketing, First Onsite
"The possibilities are endless. Jabmo has really helped us improve communication and collaboration between our sales and marketing teams. This alignment has truly supercharged our sales efforts, and we’re already seeing new opportunities, bigger deals, and incredible company growth"
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