Enterprise ABM System
Account-Based Marketing Engine for Fortune 500 Targeting
The Problem
The existing marketing approach relied on broad-based lead generation that produced high volumes of low-quality leads. Sales teams spent more time qualifying leads than closing deals. Enterprise accounts required a fundamentally different approach: one that identified and engaged buying committees before they raised their hands.
Strategy
Designed an ABM strategy centered on three pillars: intent-based account identification using 6Sense, personalized multi-channel engagement sequences, and tight sales-marketing alignment through shared account scoring and SLA frameworks.
System Built
Implemented 6Sense as the core intent data platform. Built account scoring models based on behavioral signals, firmographic fit, and engagement patterns. Created automated campaign orchestration that triggered personalized content delivery across email, LinkedIn, display advertising, and direct mail based on buying stage.
Execution
Rolled out the program in phases: starting with a pilot targeting 50 named accounts, then expanding to a full enterprise segment. Built custom dashboards for both marketing and sales teams. Created content mapped to each stage of the buying journey. Established weekly marketing-sales sync meetings to review account progression.
Results
- +Reduced lead-to-opportunity conversion time by focusing on high-intent accounts
- +Increased enterprise pipeline coverage through multi-threaded engagement
- +Improved marketing-sales alignment through shared visibility and common metrics
- +Built a repeatable framework now used across multiple product lines
Lessons Learned
“ABM is not a technology implementation; it is an organizational alignment project”
“The quality of your account list matters more than the size of your tech stack”
“Sales buy-in is not optional. Build the system with them, not for them”