Multiplier generated $400K in pipeline within 2 months via the strategic ABM plan executed by Tripledart.

Multiplier is a leading global employment platform that makes it easy for companies to employ teams internationally. Its proprietary technology simplifies the employment process by managing the complexities of local compliance, labour contracts, payroll, benefits and taxes.

As APAC’s fast-growing Global Payroll and EOR Solution, Multiplier wanted to experiment with all marketing channels to land at the best conversion rate. Multiplier approached TripleDart to partner and execute strategic account based marketing for their TAM in North America and APAC geographies. This case study highlights the power of strategic ABM and the crucial role played by a forward-looking digital consulting partner in driving business growth and transformation for a high-potential scaleup.

Problem:

Despite their success in the EOR space, Multiplier encountered significant challenges around expanding their reach into the mid-market segment which could provide better yield on ACV and greater expansion opportunities

• This transition demanded a strategic shift in the marketing approach – from general inbound strategies to a more focused account-based marketing (ABM) strategy

Challenges:

• The operational workflow at Multiplier was a major hindrance to their growth aspirations. There was a notable lack of alignment between the sales and marketing teams, resulting in inefficient collaboration and disjointed efforts.
• Furthermore, their existing technology infrastructure lacked integration, with tools failing to communicate effectively with each other. This led to siloed data, inconsistent communication, and hindered overall campaign effectiveness.

Therefore, Multiplier engaged with TDD as a strategic partner to overcome these challenges and drive their growth agenda.

Strategy:

The comprehensive approach carved out by TripleDart encompassed two main pillars mentioned below,

Strategic Account-Based Marketing (ABM):

• Conducting thorough market research to identify high-intent accounts
• Creating personalised marketing campaigns tailored to the unique needs and pain points of each account identified
• Developing compelling content and messaging to resonate with the key decision-makers within these accounts
• Leveraging various digital channels, such as email, social media, and personalised content, to engage and nurture the identified accounts.

Sales and Marketing Alignment:

To improve the collaboration between sales and marketing at Multiplier, TripleDart undertook a comprehensive alignment initiative. This involved:

• Devising a Sales and Marketing Alignment Playbook that outlined shared goals, processes, and communication protocols
• Establishing key performance indicators (KPIs)that were mutually beneficial for both teams, encouraging joint accountability for revenue growth.

As a result of this strategic guidance and comprehensive approach by TripleDart, Multiplier successfully penetrated in the mid-market segment and achieved remarkable results. This includes securing several high-value contracts with an ACV of $30,000 per year besides contributing to s substantial increase in revenue through strategic ABM.

Besides this, we were also able to transform the sales and marketing collaboration, resulting in streamlined processes, improved communication, and a unified approach to revenue generation. Inconclusion, Multiplier's partnership with TDD not only addressed the challenge of expanding into themed-market segment but also resolved operational inefficiencies through sales and marketing alignment.

Results:

• 100% SOM penetration in less than a quarter via ABM
• 14 SQOs secured in less than 2 months
• $30,000 ACV - Secured several high-value contracts from ABM intent mapping
• $400k pipeline generated at $20k spend within 2 months

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