Enterprise ABM Activation
Designed and deployed global ABM activation programs for enterprise accounts, enabling multi-threaded engagement across buying committees and improving expansion and retention outcomes.
The Challenge
Enterprise accounts required deep, persona-specific engagement across technical, financial, and operational stakeholders. Regional sales teams needed a consistent ABM playbook to align messaging and outreach motions. Content and messaging lacked modular structure for scaling personalization across industries and roles. Visibility into account engagement, intent, and progression was fragmented across tools.
The Route Map
Step-by-step path from challenge to outcome.
Tiered ABM Framework: Established tiering models
Tiered ABM Framework: Established tiering models, segmentation, and account selection for global regions
Persona & Industry Personalization: Built modular messaging systems covering technical
Persona & Industry Personalization: Built modular messaging systems covering technical, executive, and operational personas
Regional Sales Alignment: Created field playbooks for outreach sequencing
Regional Sales Alignment: Created field playbooks for outreach sequencing, collaboration, and account progression
Intent & Engagement Insights: Connected signals from CRM
Intent & Engagement Insights: Connected signals from CRM, events, and digital channels into actionable dashboards
Expansion & Renewal Plays: Structured lifecycle programs that supported cross-sell
Expansion & Renewal Plays: Structured lifecycle programs that supported cross-sell, upsell, and renewal readiness.
The Stack
Channels, tools, and MarTech used to deliver results.
Channels
- ABM
- Enterprise GTM
- Lifecycle Marketing
Tools
- HubSpot
- Salesforce
- Looker
MarTech
- Attribution
- Analytics
- Automation
Outcomes Delivered
NRR Improvement
Increase
Churn Reduction
Decrease
Multi-threaded Engagement
Across accounts
Global ABM strategy enabled enterprise sellers to deepen account penetration and drive higher retention and expansion
Delivered 25+ point improvement in NRR
Reduced churn by ~40%
Increased multi-threaded engagement across targeted accounts
What's Next
Key takeaways and ongoing opportunities.
This engagement demonstrates the power of a systematic, data-driven approach to GTM. The results speak to the importance of clear strategy, proper execution infrastructure, and continuous optimization. Moving forward, the focus shifts to scaling these wins and identifying the next growth lever.
Ongoing Optimization
Continuous monitoring and refinement to maintain momentum and identify new opportunities.
Scale & Expand
Apply proven frameworks to adjacent markets, channels, or product lines.
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