How this SaaS company used account-based marketing to go upmarket

Investment in an account-based marketing strategy and tech is enabling digital intelligence platform vendor, FullStory, to attract and boost new enterprise-grade client engagement by upwards of 75 per cent. FullStory is a US-based digital intelligence platform provider. In the early days, the company grew up off the back of a product-led growth strategy. But over the past 18 months, it’s been building out an ABM approach to expand into fresh vertical and enterprise customer segments. As FullStory CMO, Peter Herbert, told CMO, the early days saw the SaaS company working predominantly with startups and via online self-service purchasing.