Extending a helping hand with data driven marketing and sales enablement - A case study with First Onsite and Jabmo
With Jabmo’s ABM platform and services, First Onsite aligns Marketing & Sales for proactive engagement and revenue growth Founded in 2007, First Onsite Property Restoration (First Onsite) is a leading disaster recovery and property reconstruction company serving North America and beyond. Its 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. First Onsite specializes 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. The company operates from more than 90 locations across the United States, Canada, and Puerto Rico, and is headquartered in Greenwood Village, Colorado.
Most of the restoration and reconstruction business is reactive. First disaster strikes, and then people reach out for help. While First Onsite is always there to provide essential services that help customers recover from an unexpected crisis, the company knew a reactive model was not conducive to accelerated business or revenue growth. So First Onsite got proactive. Its marketing and sales teams set out 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—long before disaster ever happens. Adrian Fulle, VP of Marketing at First Onsite, explained, “Sales in the disaster recovery industry is a very protracted process. It’s not like instantly buying shoes online with a click of a button. You can have an MSA in place and disaster may not happen for many years. It’s best to be prepared.” This goal just couldn’t be achieved with its current marketing strategy, which primarily relied on search engine optimization (SEO) and Google Remarketing. In short, First Onsite had to wait until prospects visited its website to even begin engagement. Instead, the property restoration leader searched for a solution to reach decision makers within key accounts early, across digital channels. Operating in so many diverse practice areas, First Onsite also needed a way to customize its outreach with personalized messaging that speaks to each unique industry. On top of it all, 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. Enter data driven ABM and sales enablement.
In June 2021, First Onsite began working with Jabmo, experts in ABM for B2B organizations that rely on complex sales for growth. Jabmo’s omnichannel ABM technology platform and managed services offered everything First Onsite needed to make the shift to proactive, data-driven B2B marketing. To start, Jabmo worked with First Onsite’s internal marketing and sales teams 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 minimizing 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 Restorations, 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.
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 customized 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. Jabmo also solved First Onsite’s challenges with analyzing 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. “We are running a more adaptive organization now,” praises Fulle. Ultimately, an omnichannel ABM strategy and Jabmo’s enabling technology and services have driven strong Sales & Marketing alignment. First Onsite understands that solidifying this alignment will be the key to aggressive revenue growth in the years ahead. The company invited Jabmo to its 2022 National Sales Kickoff meeting, where its sales reps had the opportunity to meet with Jabmo strategists. Today, Sales is leveraging Jabmo’s SFDC integration for even deeper key account insights, and individual Sales Reps are bringing accounts to Marketing for ABM campaigns as new use cases emerge. “The possibilities are endless,” said Fulle. “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.” In recognition of its success driven by Sales & Marketing alignment, First Onsite was awarded for “Best Sales Collaboration” and “Executive Buy-In” in the 2021 Jabmo ABM Awards—a program honoring forward-thinking B2B marketers and their companies who pushed the boundaries of Jabmo’s ABM platform to achieve business goals and lead the future of data-driven marketing. Thanks to customized outreach and data-driven insights, a lack of proactive customer engagement is one disaster First Onsite has successfully averted.