Client Overview
Our client is a Singapore-based SaaS company that provides AI-powered document workflow automation for regulated industries including insurance, financial services, and healthcare.
Their platform helps enterprises streamline complex processes such as claims, underwriting, onboarding, and compliance-heavy documentation.
The Goal
The client wanted to acquire new enterprise customers in the APAC BFS sector and drive personalized targeting at scale.
However, their marketing team struggled to identify where to begin. Previous cold-targeting efforts had failed as most of the accounts they approached were not in an active buying cycle.
What We Did
We built and executed a structured ABM motion with a timeline of 4–5 months, moving from strategy design to execution and orchestration.
Building the strategy
- The first step was to analyze the client’s existing enterprise customers in APAC within the BFS segment.
- We reviewed firmographic, technographic, and behavioral data from CRM, marketing automation platforms, and customer success systems to identify shared characteristics among their best-performing accounts.
- Using these insights, we created a look-alike model to identify enterprise accounts that closely resembled their existing customers based on:
– Company size, operational complexity, and digital maturity
– Similar industry dynamics and regulatory exposure
– Regional presence in markets like Singapore, Malaysia, Hong Kong, and Australia - Collaborated with Sales and Marketing to align on the selection criteria and validate which accounts matched the ideal enterprise customer profile.
- Combined firmographic and technographic filters with intent data to shortlist high-potential enterprises showing early signals of research and evaluation.
- Shortlisted 15 look-alike enterprise accounts that demonstrated both similarity to existing customers and active buying interest.
- Conducted deep account research on each shortlisted organization to uncover operational, compliance, and transformation priorities.
- Mapped full buying committees (decision-makers, champions, influencers, and blockers) and researched their individual challenges and goals.
- Defined a clear value proposition and created 1:1 hyper-personalized messaging at both account and persona levels.
- Developed a comprehensive ABM playbook that included:
– Value proposition tailored for the APAC enterprise segment
– Persona-specific messaging and outreach sequences
– Content calendar aligned to buyer journey stages
– Preferred engagement channels for each persona
– Sales–Marketing alignment workflows and engagement cadence
– Tech stack integration and resource mapping
Execution and orchestration
- Developed tailored content assets along with the marketing team for each buyer stage and persona, including:
– Workflow automation playbooks and ROI guides
– Regional insights specific to Singapore, Malaysia, Hong Kong, and Australia
– Case studies highlighting similar automation use cases
– Product videos and datasheets showcasing measurable results
– Compliance and transformation checklists addressing regulatory pressures - Executed multi-channel campaigns across targeted email, LinkedIn DMs, account-based LinkedIn Ads, and curated webinars, mapped to buyer journey stages.
- Monitored engagement behavior across all channels and refined messaging in real time based on intent signals.
- Implemented AI-driven account scoring to prioritize outreach and equip Sales with relevant context for personalized follow-ups.
- Developed customized post-demo content with Sales to address late-stage objections and maintain momentum.
- Ran 1:1 personalized nurture campaigns to re-engage dormant or stalled accounts and strengthen awareness across the buying committee.
The Result
- $180,000 in new enterprise revenue generated from 3 closed-won deals across high-intent look-alike accounts
- $360,000 in additional qualified pipeline created from 6 engaged enterprise opportunities
- 32% reduction in enterprise acquisition cost, compared to broader outbound campaigns
- 28% reduction in sales cycle, driven by better intent prioritization and hyper-personalized engagement
Conclusion
This initiative demonstrated how a structured account-based approach, powered by look-alike modeling and intent-driven targeting, can unlock new enterprise opportunities in the BFS sector.
By identifying accounts similar to existing customers, validating active buying intent, and executing hyper-personalized multi-channel campaigns, we helped the client establish a repeatable framework for acquiring enterprise customers across APAC.
The motion not only expanded their enterprise reach but also created a scalable, insight-led foundation for continuous pipeline generation.
