Whatfix, a data-driven, AI-powered Digital Adoption Platform (DAP), acts as an interactive overlay on top of any application, providing users with real-time guidance and self-help support to maximize the benefits of software, enhance productivity, and optimize engagement with product analytics.
When Whatfix launched in 2014, DAP was an emerging software category with a limited number of providers. In the next few years, competition began to heat up as more startups entered the space. Whatfix needed a way to scale growth and gain a competitive edge.
The company launched an account-based marketing (ABM) strategy to optimize outbound marketing programs and reduce wasted media spend on unengaged audiences. "Developing a proactive outbound strategy was the best way forward to achieve the company's growth goals and gain a competitive advantage," said Head of Performance Marketing, Reetesh Pandey.
To increase visibility into accounts that were ready to buy, Pandey’s team explored different intent data providers in search of one that offered mid-to-low funnel intent insights about large enterprises and SMBs.
Whatfix was running lead generation campaigns with Gartner Digital Markets and saw the added value of identifying accounts researching the DAP category across Capterra, Software Advice, and GetApp. "It was easy to get buy-in from internal stakeholders because of our good existing relationship, but also because Gartner sites are known for being the go-to place for enterprise and mid-market companies looking for tech advice," Pandey said.