- Generated $160K in revenue within 8 months
- 32% response rate across target accounts
- 21 new web app builds secured
- 183 target accounts engaged through strategic ABM
Context
- Client: OneDigitalz (cutting-edge software development specialising in e-commerce platforms and healthcare management apps)
- Timeline: 8-month intensive ABM campaign
- Channels: LinkedIn outreach for brand awarenesess Cold email, Direct mail, content collaboration, events
- Audience: Decision-makers in e-commerce and healthcare sectors needing custom software solutions
- Goal: Generate a qualified pipeline and revenue through strategic account-based marketing
Strategy at a glance
- Precision account targeting using Clay.io and LinkedIn Sales Navigator to prioritize high-value prospects bringing maximum ROI potential.
- Complete buying committee mapping within prioritized accounts, crafting ICPs with disqualification criteria and tier segmentation using firmographic data.
- Multi-phase execution approach spanning foundation (2 months), implementation (3 months), and optimization (3 months) for systematic market penetration.
- Omnichannel orchestration combining intent data, ICP insights, and leading indicators across LinkedIn, email, direct mail, and events.
- Direct mail as BOFL strategy for Tier 2 segments, creating high-touch conversion experiences that close enterprise deals.
What I did
1) Strategic foundation
- Set up goals and mindset alignment with management team
- Analyzed current state, including win/loss analysis, internal processes, expertise, and existing assets
- Conducted comprehensive customer research to define motivation and blocking reasons
- Defined unique value proposition and positioning through detailed research campaigns
2) Account prioritization and targeting
- Prioritized accounts that bring maximum value using Clay.io and LinkedIn Sales Navigator
- Identified complete buying committee structures in prioritized accounts
- Crafted ICPs with disqualification criteria and tier segmentation using firmographic data
- Built segment and list infrastructure for systematic outreach
3) Demand generation
- Planned content collaborations and LinkedIn outreach to validate buying stages and drive demand and awareness.
- Created content for each stage of the buying journey
- Promoted best-performing content based on engagement metrics
- Implemented omnichannel campaigns and generated demand
4) Multi-channel execution
- Executed multi-channel outreach with intent data, ICP targeting, and leading indicators
- Planned events for need and urgency validation
- Rebuilt and refined web presence for better proposal conversion
- Identified and leveraged media opportunities, webinars, and regional advertising
5) High-touch conversion
- Executed direct mail campaigns for Tier 2 segments
- Closed deals using direct mail as bottom-of-funnel strategy
- Optimized CRO and decreased churn through analysis and refinement
- Revisited go-to-market goals and optimized sales funnel
Content system
- Buying journey content: Stage-specific assets from awareness through decision
- Demand generation materials: Thought leadership pieces, case studies, educational resources
- Sales enablement assets: Proposals, demos, closing collateral, and playbooks
- Multi-format approach: Written content, podcasting, webinars, direct mail pieces, and event materials
Results
| Metric | Result | Impact |
|---|---|---|
| Revenue Generated | $160,000 | 8-month campaign |
| Target Accounts | 183 | Strategic account focus |
| Response Rate | 32% | Cross-channel average |
| New Web App Builds | 21 | Primary deliverable |
Download the step-by-step process to check messaging and other tasks
onedigitalz case study 30 sec videos .mp4
Why it worked
The systematic 3-phase approach ensured thorough foundation building before execution. By mapping complete buying committees and using tier-based segmentation, we could deliver the right message through the right channel at the right time. Direct mail as a bottom-funnel tactic provided the high-touch experience needed to close enterprise software deals.
Timeline
Phase 1 (2 Months): Project analysis, win/loss deal analysis, segment and list building, ICP definition, customer research, UVP development, content creation for buying journey
Phase 2 (3 Months): Implementation of omnichannel campaigns, demand generation, web refinement for proposals, ABM campaign execution, media opportunities and regional advertising
Phase 3 (3 Months): Churn reduction, CRO optimisation, analysis and refinement, go-to-market goal revisit, execution resource assignment, sales funnel optimisation
Client testimonial
- Client: OneDigitalz (Software Development)
“Creative, logical and data-savvy. Meghana is the full-package marketer that any company can only wish to work with. She’s an absolute gem in understanding the big picture and Analytics.”
Notes
- Team structure: Subject matter expert, 1 SDR, and 1 ABM manager per segment
- Key metrics tracked: Engagement from target accounts, win rate, revenue, churn reduction, CAC
- Tools and platforms: Clay.io, LinkedIn Sales Navigator, direct mail platforms, CRM, marketing automation HeayReach
- Specialization focus: E-commerce platforms and healthcare management apps requiring secure, scalable solutions
- Success factors: Account-first approach, complete buyer mapping, omnichannel orchestration, high-touch bottom funnel”
Talk to me about similar results
- Primary: Message me on LinkedIn → Open profile
- Secondary: Download a sample playbook → 💡 My Content Philosophy