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Customer Story

How Scratch turned a client's ABM list into accounts sales could work

Scratch runs demand generation and ABM for B2B technology companies. With Knock2 underneath, Scratch took SimSpace's target list out of the strategy deck and into a monthly view of who was engaging, who was inside those accounts, and what to do next.

1,000+
Target accounts
monitored
12%+
Of the list engaged on the
website in the first month
100+
Target accounts named
and ready for a play
Agency
Scratch
Client
SimSpace
Runs Into
Salesforce, Slack, ad platforms
Built For
ABM measurement and buying-committee plays
The Problem

ABM programs are easy to plan and hard to prove

Every Scratch engagement starts with a target account list. The hard part comes after launch. Ads run, content goes out, and the client asks a fair question: which of our accounts are actually paying attention?

Most clients can't answer it. Their website data, ad data and CRM sit in separate tools, and nobody on the client side owns stitching them together. Scratch needed a signal layer it could run itself, that told it which target accounts were on the site and who inside them, and that pushed the result into the systems the client already uses.

“The challenge then is how do you feed it all into one system? If we leave it to them, the operations fall apart.”
Peter Atanasoff, Managing Director and VP at Scratch
“The playbook for us is to stitch together the dark funnel, the uncovering of the dark funnel. Which is where you guys come in.”
Peter Atanasoff, Managing Director and VP at Scratch
How It Works

The operating model Lora runs for SimSpace

Five steps, run every month. Each one maps to something Knock2 does in the background, so the client never has to learn another platform.

From target list to action
What Scratch doesIn Knock2
1. Load the client's target list
SimSpace's ABM list of more than 1,000 accounts goes in once, flagged so every view can be filtered to it.
→
Custom CRM fields
Account filters built on the client's own ABM flag
2. Measure who showed up
In the first month, more than one in ten target accounts were engaging. Campaign UTMs show which channel brought each one in.
→
Identification and UTMs
Company identification, page activity and campaign reporting
3. Find the people inside
Pull the contacts identified at each engaged account, enrich them, and fill in the rest of the buying committee by role.
→
Contacts and buying committee
Contact identification, enrichment and buying committee
4. Match the play to the engagement
Deeply engaged accounts go to sales. Lighter engagement gets advertising. Disqualified accounts that come back get a second look.
→
Plays
Filter, enrich and route automatically
5. Deliver where the client works
Accounts and contacts land in Salesforce, alerts go to a shared Slack channel, and Scratch reports back with a named list and next steps.
→
Delivery
Salesforce, HubSpot and Slack
Buying Committees

One engaged account means the whole committee gets worked

Lora doesn't wait for a single person to raise a hand. When several people from one account are clicking ads and visiting the site, the account is in market, and sales reaches everyone who will be part of the decision.

Multiple people engaging
Sales works the buying committee

Identified visitors plus the roles SimSpace defined, routed to the account owner.

Early or light engagement
Advertising keeps them warm

Separate LinkedIn, display and paid search audiences built from engaged accounts.

Disqualified, now active
A second look

Accounts written off earlier get flagged when they start visiting again.

“If I engage an account, they've clicked, multiple people have clicked on banners, multiple people have landed on the website, then sales works the entire buying committee.”
Lora Kratchounova, Principal at Scratch
“The point is not if we're going to sell to them. The question is when.”
Lora Kratchounova, Principal at Scratch
Lora Kratchounova

“I wanted to come back and say, 'Here's the engaged accounts. Here's what we're proposing next.' So not make it theoretical, but make it real.”

Lora Kratchounova
Principal, Scratch

Run this model
for your clients

Knock2 shows which of your clients' target accounts are engaging, who inside them is reading, and sends it to the tools they already use.

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