Account-Based Demand Generation for a B2B SaaS Company
An ABM program structured around 1,500 named accounts, mapping buying-committee personas and coordinating engagement across marketing, operations, IT, finance, and executive leadership.
Campaign Type
Account-Based Marketing (ABM)
Target Market
North American Mid-Market & Enterprise
Industry
Enterprise SaaS
The Challenge
A SaaS provider had identified approximately 1,500 high-value accounts but struggled to create meaningful engagement across the buying committees within those organizations.
Activity was concentrated among a small number of individuals in certain accounts, while the broader buying committee — across marketing, operations, IT, finance, and executive leadership — remained largely unreached.
Audience
Instead of targeting individual leads independently, the campaign was structured around accounts. Personas were mapped according to their potential influence in the buying process, with messaging aligned to each function's concerns.
Target Personas
- Marketing Leadership (CMO, VP Marketing)
- Operations Leadership (COO, VP Operations)
- IT Leadership (CIO, IT Director)
- Finance Leadership (CFO, VP Finance)
- Executive Leadership (CEO, President)
- Product and Strategy roles relevant to the solution category
Segmentation Criteria
- Revenue band and employee count
- Industry vertical and sub-segment
- Technology stack composition
- Active buying signals and research activity
- Tier classification by strategic account value
Strategy
Zinoit's Approach
Priority organizations were segmented into tiers based on revenue, employee count, industry, technology stack, buying signals, and strategic account value.
Personas across marketing, operations, IT, finance, and executive leadership were mapped according to their potential influence in the buying process.
Messaging and content were aligned with the concerns of each persona rather than using a single campaign message across all roles.
Campaign measurement was restructured around account-level engagement rather than individual lead counts.
Execution
Built a named account list of 1,500 organizations, tiered by strategic value and ICP fit score.
Identified 3–5 relevant buying-committee personas within each priority account and mapped content to each role's functional concerns.
Deployed coordinated, persona-specific content across the buying committee at each target account.
Aggregated engagement signals at the account level to identify organizations showing meaningful buying-committee activity.
Representative Campaign Outcome
1,500
Named accounts targeted
500+
Accounts demonstrating engagement
1,200+
Relevant stakeholders reached
3–5
Potential buying personas targeted per priority account
Strategic Impact
The approach shifted campaign measurement away from isolated lead activity toward account-level engagement.
Marketing and sales teams could see which organizations — and which stakeholders inside them — were demonstrating meaningful interest, rather than monitoring a list of individual lead records.
Account-level intelligence created a richer handoff between marketing and sales, enabling more informed initial conversations.
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