Context
Enterprise software vendor targeting large financial institutions running legacy document output infrastructure. Displacement opportunity across a defined universe of strategic accounts.
The problem
Account lists were incomplete. Subsidiaries, relevant stakeholders, and real buying signals were missing. Outbound couldn't reflect how these organizations actually operate, and product-first messaging had produced near-zero engagement.
What changed
- Expanded 100 target accounts into 230+ entities by mapping subsidiaries and affiliated organizations.
- Mapped stakeholders across departments and business units relevant to the buying decision.
- Built account-level intelligence to support personalized, role-specific outreach.
- Rebuilt messaging architecture around displacement urgency rather than product features.
Outcome
- ~1,500 verified stakeholders identified across priority accounts.
- ABM campaigns aligned with real organizational structure rather than surface-level firmographic data.
- Outbound engagement recovered from near-zero after the messaging rebuild.
