Client Overview
Our client is an intelligent automation platform that combines AI, machine learning, and robotic process automation (RPA) technologies to help enterprises automate complex business processes and accelerate digital transformation.
They operate across North America, Europe, Asia, and MENA, with strong traction in industries such as banking and financial services, manufacturing, retail, and telecommunications.
The Challenge
The company had strong top-of-funnel visibility through organic and paid channels, yet most opportunities came from mid-market accounts.
Enterprise pipeline growth lagged behind, despite a mature demand engine.
The leadership team wanted to pilot an account-based GTM program to test whether a focused approach could unlock enterprise-level acquisition and pipeline creation.
As a sales-driven organization, they also needed a framework that would tightly align marketing and sales around shared enterprise goals.
What We Did
We designed and executed a five-month ABM pilot centered on identifying and engaging enterprise accounts showing early buying intent within the client’s owned ecosystem.
The motion was divided into two phases – strategy design and execution.
Building the Strategy
We started by analyzing the existing GTM plays to understand what worked, where enterprise engagement dropped off, and how to refocus on the right accounts.
Key steps included:
- Aligning with leadership on revenue goals, regional priorities (US and India), and BFSI as the primary industry focus.
- Collaborating with the sales team to identify gaps in lead quality, analyze lost deals, and refine the definition of the ideal enterprise profile.
- Reviewing recent intent activity of lost accounts to uncover re-engagement opportunities and recurring friction points.
- Interviewing existing enterprise customers to understand buying behavior, evaluation criteria, and content preferences.
Intent Identification
Using first-party intent data, we identified 60 enterprise accounts within the BFSI sector showing early buying activity based on:
- Multiple website visits (3+ within 90 days)
- G2 activity (solution or product page views)
- Engagement with LinkedIn posts and ads
- Email opens and content downloads (whitepapers, case studies, guides)
- Clicks on product, pricing, or demo pages
Accounts were categorized by intent depth, industry, and region, resulting in:
- 15 high-intent accounts → 1:1 personalized plays
- 45 mid-intent accounts → 1:few cluster-based plays
The ABM Playbook
We built a complete ABM Playbook that included:
- 1:1 workflows for high-intent enterprise accounts
- 1:few cluster plays based on region and industry
- Messaging frameworks and content aligned to each buying stage
- Marketing–sales coordination workflows
- Channel strategy across email, LinkedIn, ads, and webinars
Execution and Orchestration
For High-Intent Accounts (15)
- Conducted deep account research to uncover automation priorities and compliance challenges.
- Mapped key personas and their goals, blockers, and evaluation criteria.
- Created persona-specific messaging for decision-makers, champions, and influencers.
- Developed personalized assets:
- Industry playbooks for automation in BFSI
- Case studies of similar enterprise transformations
- ROI benchmarking templates and competitive comparison sheets
- Executed coordinated multi-channel campaigns via email, LinkedIn DMs, account-based ads, and curated webinars.
- Used engagement behavior and AI-driven scoring to prioritize outreach.
- Partnered with Sales on post-demo enablement content to accelerate deals.
For Mid-Intent Accounts (45)
- Designed region- and industry-specific campaigns for BFSI organizations in the US and India.
- Combined email, LinkedIn touchpoints, and targeted ads tailored to each intent stage.
- Hosted regional webinars blending thought leadership and product education.
- Built scalable assets — industry guides, transformation blueprints, and ROI frameworks — to build awareness and trust.
- Monitored engagement signals to move high-performing accounts into 1:1 personalized tracks.
Results and Impact
Over a focused four-month period, the integrated ABM motion established a repeatable model for enterprise pipeline generation and marketing–sales alignment.
Key outcomes:
- $480K in new enterprise pipeline generated from 21 qualified opportunities across BFSI accounts in the US and India
- 53% conversion of high-intent accounts (8 of 15) and 29% conversion of mid-intent accounts (13 of 45) into qualified opportunities
- 35% overall account-to-pipeline conversion, outperforming SaaS ABM pilot benchmarks
- 25% shorter sales cycles, driven by stage-specific follow-ups and enablement
- 30% faster lead-to-demo velocity, powered by AI-based prioritization and real-time engagement
The program also helped the team uncover re-engagement opportunities within previously inactive enterprise accounts.
Conclusion
The ABM pilot validated the business case for an account-based GTM model.
By activating first-party intent data, aligning sales and marketing, and introducing structured workflows, the company created a scalable motion for enterprise growth.
It also gave the sales team a clearer view of lost opportunities and re-engagement potential, insights now shaping their ongoing qualification and follow-up process.
This pilot now serves as the foundation for scaling account-based acquisition and acceleration programs globally.
