ABM · case study
Enterprise ABM Activation
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.
How the work unfolded
1. Tiered ABM Framework: Established tiering models
Tiered ABM Framework: Established tiering models, segmentation, and account selection for global regions
2. Persona & Industry Personalization: Built modular messaging systems covering technical
Persona & Industry Personalization: Built modular messaging systems covering technical, executive, and operational personas
3. Regional Sales Alignment: Created field playbooks for outreach sequencing
Regional Sales Alignment: Created field playbooks for outreach sequencing, collaboration, and account progression
4. Intent & Engagement Insights: Connected signals from CRM
Intent & Engagement Insights: Connected signals from CRM, events, and digital channels into actionable dashboards
5. 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 execution
Tiered ABM Framework: Established tiering models, segmentation, and account selection for global regions. Persona & Industry Personalization: Built modular messaging systems covering technical, executive, and operational personas. Regional Sales Alignment: Created field playbooks for outreach sequencing, collaboration, and account progression. Intent & Engagement Insights: Connected signals from CRM, events, and digital channels into actionable dashboards. Expansion & Renewal Plays: Structured lifecycle programs that supported cross-sell, upsell, and renewal readiness.
The outcome
Measurable impact across pipeline, efficiency, and growth.
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%
“Global ABM strategy enabled enterprise sellers to deepen account penetration and drive higher retention and expansion”
Red Hat
Outcome summary
Expertise applied
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Expertise applied: Account-Based Marketing (ABM)
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