A leading professional services company had grown through referrals but needed to scale faster in new markets. It was time to use their marketing to generate pipeline.
We built a scalable ABM program from scratch using Demandbase—coordinating content syndication, targeted ads, email nurture, and BDR outreach to engage high-value accounts throughout their buying journey.
Keep reading for the full story of how we delivered these results.
To grow at scale, you have to evolve—and quickly.
Our client, a leading professional services company, had grown through referrals but aimed for faster expansion in a new market. Recognizing the limitations of personal networks, they decided to transform their marketing from solely providing brand air-cover into a pipeline-generation engine.
Iron Horse implemented a scalable account based marketing (ABM) approach, using Demandbase to target prospects from high-value accounts with highly relevant marketing content. We started by working with our client to optimize marketing operations and technology and select relevant content for key roles in the buying group. This approach laid the groundwork for the program to be able to scale over time, making the most of our effort and investment for future campaigns.
We then developed an omnichannel program consisting of content syndication and targeted ads on the sites they visit. Once the right accounts had shown interest, we were able to move them along their journey with coordinated retargeting ads, email nurtures and BDR outreach. Equipped with insights from these engagements, sales partners were then able to initiate meaningful conversations, accelerating accounts down the path to purchase.
The Iron Horse solution included: