Position to Win
An enterprise voice and clear ideal buyers
We defined Abre’s enterprise voice and ideal buyers, then created buyer-focused content and an intuitive website design to engage top decision-makers.
Built on
Enterprise voice
Results · Abre
K-12 EdTechClear messaging and consistent pipeline for a K-12 platform
Swivel’s full system aligned every move with revenue and pipeline growth, from Abre’s enterprise voice to content for each stage and the process that tells sales which leads to call first.
The Abre website, rebuilt to speak to superintendents and district leadership.
900%pipeline increase
11.7xaverage ROI
$4.6Mrevenue
The challenge
Abre needed to be seen as an enterprise platform, not an IT tool.
Abre, an EdTech solution for K-12 districts, struggled to reposition from an IT tool to an enterprise platform. With limited marketing resources, they needed help defining their brand and refining their message, while generating scalable demand that resonated with C-suite and superintendent audiences.
- Define an enterprise voice and the ideal buyers
- Reach superintendents and district leadership
- Give sales a clear way to prioritize leads
How Swivel helped
It started with who buys an enterprise platform.
Before any campaign went live, we defined Abre’s ideal buyers and what moves district leadership.
2,000+buyer-centric assets created
500+qualified leads in 2023-24
1 voicefor every page, ad and email
Three things we learned shaped everything after.
Leadership buys platforms, not tools.
Superintendents and the C-suite need to see the whole district’s picture, not an IT feature set.
Each stage needs its own message.
What gets a superintendent’s attention isn’t what gets them to a meeting.
Sales needs to know who to call first.
With a small team, the process and tech have to point reps at the leads most likely to buy.
Three ways to see it
Four pillars, built on what we learned.
Built on
Enterprise voiceStage by stageClear priorities
Demand Gen
Content and campaigns that create demand
Paid social and email campaigns drove awareness, engagement and pipeline growth, backed by guides for each stage of a district’s decision.
- Guides like the Early Warning System guide and the K-12 Data Management Buyer’s Guide
- Paid social campaigns for superintendent and C-suite audiences
- Email nurture for every stage
Built on
Enterprise voiceStage by stage
Human-Centric BD
Messaging tailored for each stage
Tailored messaging for each stage converts prospects into meetings and deals.
Built on
Stage by stage
Stage by stageTailored messaging for each stage
Every lead gets the message that fits where it is, so prospects turn into meetings and deals.
SuperintendentsC-suiteDistrict leaders
Sales Enablement
A process that shows sales who to call
Abre’s sales team knows exactly which leads to prioritize, and has the process and tech in place to work them efficiently.
Built on
Clear priorities
Which leads firstPriority
- 1High-fit leads showing intent
- 2Engaged district leaders
- 3Everyone else in nurture
How it worked together
Each piece made the next one work.
- Learn Ideal buyers Who buys an enterprise platform, and why.
- Say it One voice An enterprise message for district leadership.
- Reach Content and campaigns 2,000+ assets across guides, ads and email.
- Connect The right leads Sales knows exactly who to call first.
- Result 900% more pipeline 11.7x average ROI and $4.6M in revenue.
Feeds back: What sales hears from districts goes back into the message and the next round of content.
“Swivel’s RevOS™ has been the perfect blend of marketing strategy and sales enablement. With their partnership, our sales team knows exactly which leads to prioritize, and has the process and tech in place to maximize efficiency.”Kurtis Hawkins, Director of Sales, Abre
$6.5M+
20 meetings
14 dealsSee what the full system could do for you.
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