Increasing sales from Loqate's key accounts by 42%

Loqate is a global business specialising in address data and verification. Its products are sophisticated and niche, and are often sold as part of larger infrastructure projects by the likes of Oracle and IBM.

Loqate's value proposition centres on the accuracy of its global address data. For a global e-commerce business, where address formats differ from country to country and people type them in many different ways, accurate addresses matter. Loqate can save around $17 for every parcel that is not returned because of a bad address.

Our main objective was to help customers understand the benefits and use cases of address verification in their own business.

Loqate wanted to reach a defined set of high-value prospects in the US and Europe, and its sales and marketing activity needed to be joined up to build momentum with the accounts that mattered most.

We started with discovery workshops and in-depth research into Loqate's products and value proposition, and found two clear business focuses to build our work around.

We embedded our team with Loqate's, working closely with its teams in San Francisco, New York and Europe. Over three years we became Loqate's main lead and engagement agency, working as part of its marketing team (and sometimes its sales team too). Together we identified key target accounts and the decision makers within them.

Our work blended account-based marketing (ABM), content marketing and social selling. We also helped develop and expand Loqate's global partner programme.

From case studies to social posts, we produced content on the topics that mattered to decision makers and put it directly into the hands of Loqate's sales teams worldwide, through the channels their prospects used.

Deliverables included a partner programme microsite, an online advertising suite, presentations, social assets, webinars, premium guides, infographics, case studies and PR, alongside blogs and vlogs.

Selling B2B into a specific vertical with a niche product takes skill and perseverance. Loqate's sales teams used our content to start conversations with their networks, and with careful nurturing those conversations turned into invoiced sales.

Origin provided the ideas, design, content and technical infrastructure to make this possible, and sales from key accounts rose by 42%.

• 89% of the leads-in-funnel target reached by month six
• Average Social Selling Index (SSI) score of 80