Payment Platform: US ABM Strategy & Enablement

ABM Framework Design & Enablement

Revenue Impact: 300% conversion rate increase: Lead to Opportunity + CAC reduction by ~34%

Enabling deeper customer relations through improved data insights and tech stack integration (RollWorks + CRM)

Objectives:

Payment platform to expand into US Market targeting top Financial Services and hard to reach audiences, including Compliance Leaders.

Focus:

Deepening relationships with buyer persona and buyer groups to build a partnership and enabling the revenue, product and customer success functions to drive ABM programmes.

ABM Model 1:1

Sales & Marketing Alignment Plays Established a “Land+Expand” Task Force, uniting sales, marketing, and product teams to create tailored ABM  plans for high-value US accounts. Leveraged warm introductions through former champions and executive network connections to reintroduce the value proposition through C-level round tables and “we listened” campaigns. Implemented Account Based Advertising (ABA) with hyper-targeted LinkedIn and programmatic campaigns, delivering personalised messaging aligned with each account’s specific pain points to engage key decision makers

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