Automation campaign
Case study: Automated account-based marketing campaign delivers 7% more sales opportunities.
Overview
Challenge:
Marketing and sales weren’t aligned on account targeting or follow-up. Campaigns were too broad, disconnected from sales priorities, and lacked visibility into engagement—leading to missed opportunities and inconsistent lead quality.
Solution:
I built an account-based marketing program centered on segmentation, personalization, and automation:
Segmentation: Prioritized accounts by value and engagement potential to tailor outreach and identify upsell and cross-sell opportunities.
Content & Messaging: Developed monthly campaign themes tied to business outcomes, featuring a primary “hero” solution with two to three complementary offerings matched to each account’s purchase history and buyer profile.
Execution: Automated multi-channel outreach across email, LinkedIn, and sales enablement tools for consistent, timely engagement.
Results
+9%
increase in meetings booked+7%
more qualified sales opportunities+10%
higher email engagement rates
Campaign assets with value-focused messaging
KPI dashboard for client showing campaign metrics over time (campaign implemented in 2023)