A B2B enterprise software company implemented a sophisticated account-based marketing program that dramatically improved sales efficiency and deal velocity.
The sales team was struggling to break into enterprise accounts. Their spray-and-pray marketing approach wasn't resonating with decision-makers. Average deal size was $150K but sales cycles were 12+ months. They needed a more strategic approach to engage and convert high-value accounts.
We theorized that by identifying ideal customer profiles, creating personalized campaigns for each target account, and aligning marketing and sales efforts, we could dramatically improve engagement rates, shorten sales cycles, and increase win rates among enterprise prospects.
Identified 100 target accounts using firmographic and technographic data. Created personalized landing pages and content for each account. Launched LinkedIn campaigns targeting decision-makers at target companies. Implemented direct mail campaigns with personalized gifts. Hosted exclusive executive dinners and webinars. Built custom ROI calculators and business cases. Aligned SDR outreach with marketing touchpoints.
| Metric | Before | After | Change |
|---|---|---|---|
| Target Accounts Engaged | 12% | 78% | +550% |
| Meetings Booked | 8/month | 45/month | +463% |
| Average Deal Size | $150K | $285K | +90% |
| Sales Cycle Length | 12 months | 7 months | ↓42% |
Growth trajectory showing +550% improvement in target accounts engaged
Duration
9 months
Launch Date
June 2023