Gaviti, an accounts receivable and collections startup, sought to achieve aggressive growth targets by introducing an account-based marketing (ABM) strategy. With a vertical-agnostic software and what the company believed was an unlimited addressable B2B market, Gaviti saw a need to reduce wasted media spend and steer sales toward the accounts that would help it move the needle.
Ilan Hertz, VP of Marketing at Gaviti, worked with Gartner Digital Markets in prior roles and knew he could start driving pipeline with access to in-market buyers. Hertz claimed Gaviti’s product profile and started capturing inbound demand in 2021. Then, in 2022, he explored Buyer Discovery, Gartner Digital Markets’ intent data, to gain visibility into more accounts researching Gaviti and its competitors on Capterra, Software Advice, and GetApp.