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 expand into the insurance sector in APAC, specifically Singapore, Malaysia, and Australia, where insurers face increasing pressure from regulatory changes and operational complexity.
The goal was to target enterprise insurers most impacted by these regulatory shifts and struggling with inefficiencies in document-heavy workflows such as claims management.
What We Did
We built and executed a 1:1 ABM motion with a timeline of 4–5 months, moving from strategy design to execution and orchestration.
Building the strategy
- Connected with Sales to analyse recent enterprise conversations and identify recurring issues raised by insurers
- Conducted interviews with existing enterprise customers in the same sector to understand compliance and operational hurdles in depth
- Collaborated with the Customer Success team to identify regional trends and client feedback related to workflow automation challenges
- Collaborated with Sales and Marketing to identify high-potential accounts using ICP criteria, industry insights, CXO interviews, and CS inputs
- Shortlisted 20 high-intent enterprise insurance accounts based on multiple signals including:
- CXOs of insurers publicly sharing challenges in industry interviews and forums
- Accounts recently engaging with high-intent pages on the client’s website, such as claims automation, compliance automation, and AI-driven workflows
- Accounts Sales had recently interacted with at industry events
- Market news and regulatory updates directly impacting their operations
- Conducted deep account research on each shortlisted insurer to uncover specific regulatory and operational pain points
- Mapped full buying committees (decision-makers, champions, influencers, blockers) and researched their individual challenges and goals
- Defined a clear value proposition and created 1:1 hyper-personalised messaging at both account and persona levels
- Developed a comprehensive ABM playbook that included:
- Value proposition tailored for the APAC insurance sector
- Persona-specific messaging and outreach sequences
- Content calendar aligned to buyer journey stages
- Preferred engagement channels for each persona
- Motion workflows ensuring Sales–Marketing alignment
- Tech stack integration and resource mapping
Execution and orchestration
- Developed tailored content assets for each buyer stage and persona, including:
- Compliance checklists to address evolving regulatory needs
- Regional insights specific to Singapore, Malaysia, and Australia
- Guidebooks on overcoming document-heavy process challenges
- Case studies showcasing how insurers in the region solved similar issues
- Product videos demonstrating real-world solutions to those use cases
- Datasheets and battlecards differentiating the client from competitors
- Executed multi-channel campaigns across targeted email, LinkedIn DMs, account-based LinkedIn Ads, and webinars, mapped to buyer journey stages
- Monitored engagement behaviour across all channels and refined messaging in real time based on intent signals
- Implemented AI-driven account scoring to prioritise outreach and equip Sales with relevant context for follow-ups
- Developed customised post-demo content with Sales to address late-stage objections and maintain momentum
- Ran nurture campaigns to re-engage dormant or stalled accounts
Conclusion
This initiative demonstrated how a structured 1:1 ABM approach can unlock enterprise opportunities in highly regulated industries. By aligning closely with Sales, selecting the right high-intent accounts, conducting deep persona research, and orchestrating hyper-personalised, multi-channel campaigns, we delivered nearly half a million dollars in new enterprise pipeline.
The motion not only accelerated deal velocity but also established a repeatable framework for acquiring enterprise insurance clients across APAC.
