Building Pipeline Where It Matters Most
The challenge was two-fold: re-engage known contacts and expand reach deeper into the same organizations, all within the competitive industrial automation and energy sectors. A coordinated ABM and content syndication strategy would be the key to making it happen.
The Challenge
Our client wasn’t starting from scratch, but the picture was inconsistent. In some accounts they had existing contacts and established relationships that needed reactivating. In others, they had no direct connections at all, making the challenge less about re-engagement and more about breaking in entirely. What they needed was a strategy that could address both scenarios simultaneously: deepening contact penetration where relationships already existed, while building them from the ground up in accounts where they had none.
A Strategy Built Around the Buyer
Spear began with the fundamentals:
- A rigorous ICP exercise to define the right target accounts for the initial program
- Detailed persona development to map the buying center and understand each role’s unique needs and motivations
- Development of custom messaging for each persona
- An extensive audit of the client’s content library to assess what was available, determine what was best aligned to the personas and channels, and identify the gaps.
- Based on the audit findings, Spear mapped relevant assets to each funnel stage and persona, and provided net new content recommendations to fill the holes and round out the buyer journey.
From there we designed a segmented email journey of 10 emails per stream, spanning welcome, TOFU, MOFU, and BOFU stages, each versioned to speak directly to role-specific pain points.
Built to Engage, Designed to Convert
With the content strategy in place, Spear built a full engagement program from the ground up in Marketo. A key feature of the program was an accelerated path for high-intent leads, allowing prospects showing strong engagement signals to move through the journey faster and reach sales sooner. The result was a highly tailored nurture framework that delivered relevant, timely content aligned to both buying role and funnel stage.
The Results
58 MQLs Generated
The industrial campaign delivered 58 marketing qualified leads within the first three months of launch.
52 Sales Accepted Leads
Nearly 90% of MQLs were accepted by sales, a strong signal of lead quality and alignment between marketing and sales teams.
3 Opportunities Created
Pipeline opportunities were generated in under three months, with ongoing collaboration between sales and marketing to convert high-value accounts.
A Framework Built to Scale
Early results reflect strong account engagement, with a meaningful subset of contacts actively pursuing new design projects. With sales and marketing working in lockstep, the groundwork has been laid for deeper account penetration and sustained pipeline growth. The content audit, persona work, and program architecture have created a replicable foundation that we are already expanding to new industry segments.
If you’re looking to build pipeline within high-priority accounts and want a strategy tailored to your buyers, our ABM strategists are ready to help you get started.
