The Challenge
Generic advertising and broad outbound failed to reach enterprise accounts where buying decisions involve multiple stakeholders over extended periods. The company needed a way to build recognition and relevance with specific people in specific companies — not just targeting "IT managers in Norway" as a broad audience.
The Approach
We set up an account-based strategy that combined IP-based advertising, LinkedIn Ads targeting specific roles, and personalized outbound — all directed at the same 50 companies. Each channel reinforced the others, so decision-makers experienced consistent messaging regardless of where they encountered the company.
- 1IP addresses sourced for 50 target accounts
- 2IP-based display advertising
- 3LinkedIn Ads targeting roles in target accounts
- 4Personalized outbound to key contacts
- 5Lead scoring based on engagement
Results
- 38
of 50 accounts engaged
- 12
Sales Qualified Leads
- 3
accounts in active pipeline
- Clear messaging insights
“We knew who we wanted to win, but we couldn't reach them with traditional methods. ABM gave us the ability to speak directly to the companies that mattered most to us.”
The Outcome
38 of 50 target accounts are engaged through at least one channel, and the company has insight into which messages and topics resonate with enterprise customers for the first time. Three accounts are in active pipeline, and the approach has become the company's preferred method for engaging key customers.