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Case study · B2B SaaS

Three times the pipeline with a list of 1,200 accounts

A target account list enriched with buying signals, tiered LinkedIn Ads campaigns and real-time alerts for the sales team of a people management software company.

ClientB2B software company (confidential)
ServicesAudiences and ABM · LinkedIn Ads · GTM Engineering
Duration4 months
MarketSpain
3.1xPipeline generatedCompared with the previous quarter
34%Target accounts engagingPreviously 9%
1,200Accounts on the listAcross three tiers
92%Spend on well-matched accountsPreviously 38%
Starting point

An audience that was far too broad

The LinkedIn Ads campaigns were targeted by job title and company size. Reach was wide, but most of the spend went to companies that were a poor fit: too small, in sectors with no need for the product, or tied into multi-year contracts with a competitor.

Marketing and sales worked from different lists, and the sales team had no visibility of which accounts were engaging with the campaigns.

Goals
  • Concentrate spend on well-matched accounts
  • Prioritise accounts showing buying intent
  • Align marketing and sales around a single list
  • Measure pipeline by account
Approach

What we did

  • 01Ideal customer profile

    Analysis of 180 won and lost opportunities to define sector, size, growth and technology.

  • 02List and signals

    1,200 enriched accounts across three tiers, with signals for hiring, funding and software changes.

  • 03Campaigns by tier

    Messaging by sector and use case, document ads and conversation ads for strategic accounts.

  • 04Sales alerts

    CRM alerts when a target account engages or shows a new buying signal.

Results

Results from the first quarter

Pipeline generated1.0x → 3.1x
Before
After
Target accounts engaging9% → 34%
Before
After
Spend on well-matched accounts38% → 92%
Before
After
Process

Project phases

  1. Weeks 1–2

    Ideal customer

    Opportunity analysis and criteria agreed with sales.

  2. Weeks 2–4

    List and tiers

    Building, enriching and validating the 1,200 accounts.

  3. Weeks 4–6

    Activation

    Tiered LinkedIn Ads campaigns and CRM sync.

  4. Ongoing

    Signals and refinement

    Monthly list updates and reassignment of accounts between tiers.

For the first time, marketing and sales are working from the same list. The sales team knows which accounts are interested before they pick up the phone.

MDMarketing DirectorHR management software
Services applied

Disciplines in this project

Audiences and ABM Paid Ads GTM Engineering
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