Accela®, the trusted provider of cloud solutions for government, announced that it was selected as an Organization of the Year by the 2022 Sales and Marketing Technology Awards program, also known as The Sammys, sponsored by Business Intelligence Group. The Sammys honor organizations and products helping to solve the challenges organizations have connecting and collaborating with prospects and customers. Accela was honored for its innovative marketing efforts and leadership aimed at helping their government agency audiences build stronger communities.
“Using enhanced data-backed customer intelligence helps Accela gain insights into how governments are researching innovative technologies and how we can best support agencies as they advance their digital transformation efforts to meet increasing resident demands,” said Accela Senior Vice President of Marketing Heidi Lorenzen. “The go-to-market intelligence from our Demandbase® engagement ensures that our marketing and sales efforts are highly aligned, targeted, and relevant to the recipients.”
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In September 2021, Accela began working with Demandbase – the Smarter GTM™ company for B2B brands that provides an account-based experience platform and data-fueled insights – to help Accela more effectively connect with government decision-makers who can benefit from Accela’s solutions. For example, in less than 12 months, Accela sourced 15% of its pipeline from a webinar series, leading to:
A 168% increase in email registration attendance rate
A 79% increase in sales registration attendance rate
Record levels of target account reach and visibility
In an ongoing effort to further unify its sales and marketing teams’ efforts, Accela’s marketing team alerts sales of qualified intent at goal accounts. Accela sales representatives can lean into the insights to source new customers and verify that their ongoing outreach reaches all target accounts. The increased conversion rates, pipeline creation, and overall engagement have advanced Accela’s marketing capabilities, while ensuring the company is most helpful to government agencies.
“We are proud to reward and recognize Accela for their innovation and dedication to helping both the agencies using their technology and, ultimately, the residents,” said Maria Jimenez, chief nominations officer, Business Intelligence Group. “It was clear to our judges that their efforts will improve how we all connect with the brands we love for years to come.”