ABM Case Studies
Robotic Process Automation Consultancy Account Based Marketing Case Study
Challenge
Win clients who have recently undergone M&A activity
Objective
Land and expand strategy. Win initial projects with six new business clients.
Team
Client - Executive Sponsor
Client - Commercial Director
Doogheno - Director
Doogheno - Researcher
Doogheno - Copywriter and content creator
Doogheno - Technical marketer
Doogheno - Project manager
The Approach
Ideal Customer Profile (ICP) created
Matching companies identified based on ICP criteria. Target campaign added every quarter.
Target job roles identified.
Individuals profiled. Roles included user buyer and influencer/coach
Theme: Overcoming the additional workload for department heads resulting from M&A
activity.
Campaign content produced
Campaign Execution
Channels
Email
LinkedIn outreach and paid
Content distribution
Role-specific content
Retargeting
Main focus
Paid pilot projects with Department Heads
Expand with other department heads made aware of the pilot and customer workshops.
Target 7 pilots, nine achieved. expansion in 4
Outcomes
Thirty-two pilots to the proposal stage.
Opening opportunities with household names, including Vodafone.
Nine pilots delivered expansion in four, including Ticketmaster and Lidl.
Closed Revenue £227,000
ROI 6.5:1
Managed Service Provider Account Based Marketing Case Study
Challenge
They wanted to expand their footprint within UK legal practices. They had two reference customers and wished to build on this success.
They kicked the campaign off during lockdown when face-to-face meetings were banned.
Objective
Win four new business clients, each with average monthly recurring revenue (MRR) of £5,000.
Team
Client - Executive Sponsor
Client - Sales Director
Client - Marketing manager
Doogheno - Director
Doogheno - Researcher
Doogheno - Copywriter and content creator
Doogheno - Technical marketer
Doogheno - Project manager
The Approach
Ideal Customer Profile (ICP) created
Matching companies identified based on ICP criteria
Target job roles identified
Individuals profiled, including professional and personal interests. Roles included financial
buyer, technical buyer, user buyer and influencer/coach
Theme: Getting ready for market pressure causing 30%+ increased volume of business failures to
result in a heavier workload
OKR and KPI set
Campaign content produced
Campaign Execution
LinkedIn outreach and paid
Leads aligned to salesperson sharing professional or personal interests to increase a rapport
Retargeting using Google display adverts
Main focus
Open conversation with decision-makers for cloud infrastructure
Initial target
Attend virtual round table with industry peers to discuss best practice
Target 12 registered (15 archived) with 8 in attendance (9 achieved)
We produced a peer insight document from this preliminary round table under Chatham
House rules. We then used this document as a content piece in outreach. We used pull quotes
to illustrate domain knowledge in future communications.
Second target
Open conversations by cutting through the noise. They created a virtual wine-tasting event
where industry professionals could speak to their peers—followed by a face-to-face event
when the lockdown ended. Creation of end-to-end sequence, including event follow-up and
sales call booking.
Twenty-two people attended virtual events, with a further 13 in the face-to-face event from
19 companies.
14 initial sales call sat
Five new clients won
Outcomes
Twenty-two people attended virtual events, with a further 13 in the face-to-face event, from
19 companies.
14 follow on sales calls sat
Five new clients won
Pipeline forecast Year 1 revenue £724,000
Closed Revenue £36,000 monthly recurring revenue
ROI 12:1
