The Challenge: A leading B2B SaaS provider struggled to penetrate their top 50 target enterprise accounts. Their broad marketing efforts generated low-quality leads and failed to engage the key members of the complex buying committees within these organizations.
My Multi-Pronged Strategy: My role was to design and manage a fully integrated, multi-channel system to surround these accounts and guide them through a bespoke sales funnel.
- Persona Mapping & Content Foundation: First, I mapped the entire buying committee for our target accounts, differentiating between key personas: the End-User (focused on features), the Department Head (focused on team productivity), and the C-Suite/Economic Buyer (focused on ROI). We then developed a targeted SEO and content strategy to address each persona’s specific pain points, from technical blog posts to high-level ROI calculators.
- Multi-Channel Execution: With the content foundation in place, I launched a synchronized campaign. We used LinkedIn Ads to target specific job titles at our ABM accounts with persona-specific messaging. This was supported by a highly-targeted paid search campaign for long-tail keywords that we knew our target accounts were searching for.
- Immersive Re-targeting: To ensure our brand remained top-of-mind, I implemented a sophisticated re-targeting strategy. Any visitor from a target account’s IP range was served display and social ads that reinforced our core value propositions, creating a powerful “surround sound” effect across the entire buying committee, whether they had converted or not.
The Result: This highly-targeted, integrated approach was a game-changer. By aligning our content, organic channels, and paid media with the specific needs of each buyer persona, we successfully secured strategic meetings with key stakeholders at 60% of our target ABM list and attributed over €250,000 in new sales pipeline directly to this campaign within six months.
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