Case study · account-based marketing

$12M in pipeline in 18 months, for a B2B technology manufacturer.

The client sold new equipment, and the consumables that keep it running, to commercial screen printers across North America. A single account was worth more than $1M a year.

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The problem

The market was big on paper

More than 16,000 companies matched the broad description of a buyer. You can’t write to 16,000 companies as if you know them.

So the work started by making the market smaller.

Which channel did the most is something the record doesn’t say. The figures are for the programme as a whole.

Results

$12M
in pipeline, delivered over 18 months.

12×
improvement in lead-to-opportunity conversion.

The ABM case study one-pager

The work

What was done, in order

  1. Narrowed the market. 647 companies made the serviceable obtainable market, out of more than 16,000.
  2. Researched them properly. More than 3,000 data points, gathered by AI and by people, from the web and by phone.
  3. Split them into micro-cohorts. 35 of them, about 18 accounts each, so a message could fit a group instead of a market.
  4. Ran the cohorts. Through email, social ads, paid search and SDRs.
  5. Equipped the team. A sales playbook, and live enablement for two SDRs and two AEs.

Work like this starts with a plan.

If your market looks big on paper too, this is Strategy work: Marketing as a Service and Sales Enablement, quoted after a free KRROP Analysis.

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