Challenge
Before Spotlight, Fingerprint was stuck juggling multiple tools. Data was messy, hard to trust, and even harder to act on. Their ABM efforts? Let’s just say, they weren’t feeling confident. It was like trying to solve a puzzle without all the pieces.
Approach
Enter Spotlight. Alexander Goodwin, Fingerprint’s Senior Demand Generation Manager, led the charge. They plugged Spotlight into their existing setup, started tracking engagement across LinkedIn and Meta, and brought everything together in Salesforce. Suddenly, things started to click.
How Fingerprint Uses Spotlight
Fingerprint uses Spotlight to power their ABM strategy. They track everything—ads, clicks, site visits—so they can see the whole picture. Here’s how they break it down:
- Stage 1 – Unaware: Accounts that have less than three LinkedIn impressions under their account list.
- Stage 2 – Engage: If an account has three impressions or three clicks, they’re in.
- Stage 3 – Consideration: More clicks, more visits, higher engagement—these folks are interested.
- Stage 4 – Capture Demand: Now it’s getting serious. Multiple clicks, form submissions, attend our webinars and visits to key pages.
- Stage 5 – Retargeting: Submit at least 1 form in the last 90 days, they’re ready for a follow-up.
With this setup, Fingerprint knows exactly where each account stands, so they can serve the right message at the right time.
Impacts
Spotlight didn’t just make Fingerprint’s marketing easier; it made it smarter. Here’s what changed:
- Cleaner Audiences, Better Spend: No more wasting money on accounts that aren’t biting. Now they know which ads work and which don’t.
- A Real ABM Flow: Fingerprint built a stage-based model, so they always know what to say and when to say it.
- True Engagement: Finally, they’ve got the full picture—who’s engaging, who’s not, and what to do about it.
The Bottom Line
With Spotlight, Fingerprint stopped guessing and started knowing. They found millions in hidden opportunities, cleaned up their data, and got their ad strategy on point. Alexander and his team aren’t just seeing results—they’re driving them.
Curious to see Spotlight in action? Take a spin with our self-guided product tour here.
