Envira reaches 85% of top accounts thanks to tighter profiles

The Envira team wanted to expand their reach into oil and gas accounts with a new offering around environmental health and safety. But while they knew some of those top-tier accounts, they weren’t confident they’d chosen all the right ones—and with such a small addressable market, they didn’t want to make any mistakes. 

Envira had worked with Inverta on many initiatives over the years and asked for our help in revisiting their ideal customers, reprioritizing them, and creating the campaign. We managed that process end-to-end.

Without a clear ICP, it was difficult to build programs

Sometimes, you’re so close to your own go-to-market plans that it’s difficult to know if they’re any good. In this case, Envira was sure something was wrong with their account selection, but wasn’t sure what. And without certainty, many meetings devolved into debates about the list. Each time it felt like they’d agreed on the target accounts, someone would ask a question that’d reopen everything. It was tough to move forward. 

“We’d been working with Envira on various other projects for two years now, notably an overall demand assessment,” says Jeff Hirka, Senior Consultant at Inverta. “What they felt they needed was ICP clarity to settle the debate and a roadmap to focus their efforts.” 

Enriva sells into a crowded market. There just aren’t many oil and gas accounts, and most already have an existing education platform, so this was less about problem awareness and more about differentiating and finding good, compelling reasons to talk. Envira’s VP of marketing knew this’d be challenging and the stakes were high enough that Envira’s CEO was involved in signing off on the messaging and plan.

Further complicating things, Envira’s sales team wasn’t familiar with an account-based approach. “They really wanted leads,” says Jeff. “Marketing had a good relationship with them, but there was just this fundamental misunderstanding, this old-school reaction of, ‘Yes, but where are my form fills?’ They didn't really think about how accounts were progressing through a journey in Demandbase.”

This meant that the project was two-part, as it so often is: analyzing the ICP to help with targeting, while also educating everyone on what a good, coordinated account-based motion looked like.

Inverta analyzed their ICP and built the campaign

We partnered with AlignICP to analyze their customer profiles with more data and from more angles than they ever had before. Whereas Envira’s existing list had been built through guesswork, compromise, and the surface-level revenue data in Salesforce, our analysis looked at lifetime value as captured at different stages, to understand that actual post-sale customer growth journey: 

• Opportunity value
• Actual closed-won value
• Post-sale revenue

We also worked with finance to dig into account profitability for a complete understanding: Which accounts weren’t just best for acquiring revenue, but also in generating net income? This work produced a data-defined ideal customer profile and a list of 440 accounts. Inverta led the presentation and the internal discussions to arrive at sign-off from the whole revenue team.

We then worked through the discovery process and messaging with sales to generate a campaign with mutually agreed-upon plays and metrics. All go-to-market teams would look at the same numbers. For a central asset to focus those campaigns, we developed a dedicated content hub with white papers, links to top articles, and links to product pages, which we also carefully updated. 

85% of those target accounts engaged

The message-market match paid off. Enrivra reached 85% of their target accounts, 49% of which significantly increased their engagements. This meant that out of a list of 440 accounts, 215 were engaging with their hub pages. Within 50 days, Envira’s sales team opened three new opportunities. 

On the heels of that success, Envira expanded the program to two additional verticals—transportation and manufacturing.