Overview

Appian partnered with Factor to deepen market engagement across Australia’s mining and financial services sectors. The program focused on reaching C-level decision-makers, extracting market insight, and generating demand through direct, data-led engagement.

Led by Regional Marketing Director Amy Zammit, Appian executed an insight-driven go-to-market strategy anchored in executive roundtables and first-party surveying. Targeted activations took place across Sydney, Melbourne, and Brisbane, aimed at high-priority accounts in both sectors.

Objectives

Appian’s goals were to:

• Directly engage qualified enterprise buyers in mining and FSI
• Validate messaging in live executive settings
• Build content and campaigns from real, first-party data
• Localise GTM activity through in-person formats in Australia’s core metros

What Factor Delivered

Factor designed and ran a targeted executive engagement program across three cities:

• Advisory roundtables with handpicked accounts in mining and financial services
• Prospect surveys capturing operational blockers, transformation readiness, and maturity gaps
• Strategic profiling of key accounts before and after the sessions
• Moderated discussions focused on automation, integration, and business agility
• Summary insight reports for Appian’s sales and marketing alignment

Each roundtable brought together director-level and above stakeholders from banks, insurers, and top-tier mining operators.

Our Process

Factor’s delivery model is built for speed, relevance, and direct access to enterprise decision-makers. For Appian, we deployed a five-step approach led by our team of analysts and expert advisors — designed to generate strategic value at every stage:

Account Targeting & Briefing Alignment
Collaborated with Appian to identify key accounts across mining and financial services. Aligned on regional priorities, messaging themes, and success criteria tied to sales and marketing impact.

Executive Roundtable Design
Designed and structured session formats tailored to senior leaders in operations, technology, and finance. Themes focused on automation, integration, and transformation blockers relevant to Appian’s proposition.

Participant Outreach & Confirmation
Activated Factor’s executive network to engage and confirm director-level and above attendees across Sydney, Melbourne, and Brisbane. Final attendance was shaped in collaboration with Appian’s field team.

Survey Deployment & Maturity Signal Capture
Deployed role-specific survey instruments to capture operational blockers, maturity signals, and solution appetite. Survey outputs fed into both session design and post-session asset development.

Facilitated Roundtables & Strategic Debrief
All sessions were facilitated by Factor’s analysts and expert advisors — not generalist moderators — with a focus on extracting real-world challenges, decision patterns, and opportunity signals. Appian received a full insights pack including account-level signals, buying themes, and campaign-ready language.

Why It Worked

Factor’s approach put Appian in the room with the right people — with context. Every roundtable was built around real account intelligence, shaped by prospect-level data, and facilitated to surface real business intent.

Unlike static campaigns or analyst co-brands, this program was designed for direct activation. Survey insights became content. Roundtable inputs became sales angles. Strategic signals fed straight into follow-up.

This was insight designed to move — not sit in a slide deck.

Key Results

• 3 roundtables delivered across 4 weeks
• 35+ executives engaged from 20+ target accounts
• 60+ survey responses across mining and FSI
• Pipeline conversations initiated within 10 business days
• Full internal GTM alignment session built around findings

Final Takeaway

By partnering with Factor, Appian accelerated access to senior enterprise buyers and built GTM momentum rooted in live-market signals. The result: faster positioning validation, warmer accounts, and a stronger story to take to market — built on what buyers actually care about.