About Worthington Industries
Founded in 1955, Worthington Industries is a $3B industrial metal manufacturing company with over 4 500 customers in 6 countries. Worthington has grown to become North America’s premier value-added steel processor and a leading global supplier of high pressure cylinders.
Microbulk is a strategic emerging segment within the $1B Pressure Cylinders division. However, sales reps complained that Worthington was not very well known by its existing client base as a microbulk tanks vendor. Sales win rates were too low because customers were self-educating online and only contacting the sales reps for a price quote late in the buying cycle.
The Worthington ABM Team
Category Marketing Manager
The Worthington Industries Approach to ABM
Kyle Edington leads the ABM initiative at Worthington Industries Pressure Cylinders Microbulk Division. Kyle saw Jabmo account-based advertising and intent signals as a powerful new way to increase market share in key accounts. Kyle works with Josh Oakes on marketing strategy and with Matt Hawkins on aligning his ABM program with sales priorities. Worthington chose the Jabmo ABM technology platform and decided to leverage the Jabmo managed services rather than hire and train a team in-house.
Target Account Selection
Worthington focus on existing key accounts and use anonymous intent data from Jabmo to prioritize target accounts for ad programs. Kyle works closely with Matt Hawkins and Josh Oakes to identify target accounts that have business with Worthington in other divisions but that have minimal awareness around Worthington Industries Pressure Cylinders. Using the Jabmo Account Sensing technology, Kyle is able to identify key accounts with high or low engagement around specific marketing content.
With prior ABM experience from the Alternative Fuels division, Kyle was familiar with what type of ads worked best with the Worthington Branding. This made it easier for Jabmo and Worthington to collaborate on building high performance ad creatives from the beginning.
Kyle decided to outsource ad creative and campaign management to Jabmo. In their bi-weekly sessions, the Jabmo Customer Success Manager usually starts off by taking Kyle through Worthington’s ABM dashboard and analyzes the results of the different ads. In the first month, Kyle decided to run two different types of messaging to target account buying groups, one written to a VP or Owner and one written to a floor manager. This enabled Worthington to further segment their target accounts and create more relevant ads as they moved through the buying cycle.
Jabmo account-based marketing now helps drive Microbulk sales growth. Target accounts are exposed to a series of educational ads early and throughout the buying cycles. These highly targeted ads help sales reps build awareness and consensus around Worthington innovative solutions. Furthermore, sales reps get buying target account intent reports to help prioritize, follow-up, and close more deals. By leveraging the Jabmo managed services, Worthington was able to launch their account-based marketing within weeks and avoid the costs of hiring specialist ABM staff. The Jabmo customer success manager helps the Worthington marketing team prove ROI by comparing the engagement and sales results between a control group and the ABM group.
Jabmo is the only ABM Platform to offer the whole solution for modern B2B marketing including IP-based advertising, marketing automation, sales insights and personalization. The Jabmo managed services were key in saving money and getting results within weeks.