Account-based Marketing Strategy Drives 500% Pipeline Growth

Revenue across our client’s premium product lines was declining as their top 50 accounts pulled back spending due to industry pressures. Meanwhile, the company’s low-cost product line for the SMB segment was achieving double-digit growth. Our client needed an ABM strategy to quickly grow their SMB segment to offset revenue losses.

Challenge

Historically, our client had inconsistent external sales messaging, positioning, pitching, and materials. While the SMB segment was growing, most didn’t know our client’s solutions existed. The SMB segment was often confused by the variety of product lines.

Sales spent most of their time educating buyers on the value of their solutions, developing tailored recommendations and proposals, and consulting clients post-sale. These challenges were compounded by complex internal processes and ineffective tech, which hindered the massive scale needed to capitalize on growth within this segment. Their long-term market approach required a complete revamp.

Solution

A successful strategy requires an in-depth understanding of buyers, their key challenges, and decision-making process. We created personas to guide content pillars and key messages to execute a one-to-many ABM strategy. We also evaluated new tech to support our client’s strategy.

We created sales and marketing content tied to buyers’ key questions, plus video, articles, infographics, e-books, and guides to streamline the funnel and speed up the sales cycle. We based landing pages on unique product mixes and solutions to increase pipeline.

Our sales toolkit and conversation framework filled gaps and created consistency. Finally, we applied a closed-loop test-and-learn approach across channels, campaigns, and pipeline. Sales and marketing improved how they measured and optimized revenue-based outcomes.

Result

Our team achieved a 9:1 ROI on marketing spend. Content efforts drove a 60% increase in sales-qualified leads and a 500%+ increase in pipeline.