Unanet went from manual to magical ABM workflows with Tofu
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From 30 Generic Pages to 200+ Personalized Landing Pages
For B2B marketing teams, creating 1:1 personalized content at scale has long been a challenging endeavor. Unanet, a leading provider of ERP and CRM solutions for government contractors and project-based businesses, faced this hurdle when revamping their ABM strategy. Eric Koch, Director of Account-Based Marketing at Unanet, found their existing process to be manual and lacking in persona-specific targeting. With a lean team of just four members, hyper-personalization at scale was not something they could realistically do.
Before implementing Tofu, Unanet's marketing efforts were broad and industry-focused, producing only ~30 generic landing pages per quarter. Tofu transformed their approach, enabling the creation of over 200 personalized landing pages in Q1 alone. Eric highlights the impact, stating, "Now we can make them super custom. And what's great about it too is when they send that off to the buying group afterwards, we can track the engagement on those pages."
Scaling Personalization Across Multiple Products and Industries
Leveraging Tofu's AI-powered platform, Unanet has significantly enhanced its ability to create tailored content for various products and industries. The tool's integration capabilities with HubSpot and Salesforce allow for the creation of custom landing pages that address specific account pain points and unique value propositions. This level of personalization has led to increased engagement, with recipients interacting more with the content and improving signal scores for sales reps.
Tofu's impact extends beyond marketing to sales enablement. Sales representatives now request Tofu Insights before discovery calls, using the generated account research, pain points, and value propositions to tailor their conversations effectively. They even integrate it inside the account records in Salesforce so Sales can go into calls knowing very specific potential pain points and the best talking points to use in conversation.
“In Q1 of this year, we created over 200 landing pages just for Open Opportunities. We were able to also track closed won deals and there were 10 tied directly to the landing pages and assets that were created using tofu." - Eric Koch, Director of Account-Based Marketing at Unanet
In Q1 of this year, we created over 200 landing pages just for Open Opportunities. We tracked closed won deals and 10 were tied directly to the landing pages and assets that were created with Tofu.
Driving Engagement and Future Growth
Unanet has observed a significant increase in engagement since implementing Tofu. The personalized landing pages not only attract more clicks but also encourage visitors to explore additional contextual assets within the page. This increased interaction boosts signal scores and helps identify warmer leads for the sales team. The success of these personalized campaigns has led to attributed closed-won deals, demonstrating the tangible impact of Tofu on Unanet's bottom line.
Looking ahead, Unanet plans to expand its use of Tofu's functionalities. The team is excited about leveraging new features such as creating derivative content from webinars and other materials. Additionally, they're exploring the Tofu Research Assistant to gather deeper insights on accounts. As Unanet continues to grow its product portfolio and target new industries, Tofu's scalable personalization capabilities will play a crucial role in their marketing strategy, enabling them to create tailored experiences for diverse personas across government contracting, architecture, engineering, and construction sectors.
