Case Study: Accelerating Enterprise Growth with Account-based Marketing (ABM)
Project: Buyer Journey + ABM Campaign
Company: Virtru
Expanding into enterprise revealed that Virtru’s SMB-focused GTM motion wasn’t enough, demand programs were reactive, engaging buyers too late and limiting influence.
Objective: Build a targeted ABM program aligned to the enterprise buying journey, engage high-value accounts earlier, maintain consistent messaging, and drive pipeline growth.
Actions:
Partnered with sales, product marketing, and customer success to map the enterprise buying journey, including triggers, personas, and evaluation timelines.
Identified early-stage signals such as cloud migration, infrastructure modernization, and collaboration tool consolidation.
Designed campaigns around key pain points, Google migration, security/Breach & Zero Trust, and federal requirements, ensuring consistent messaging across the journey.
Developed tailored content and messaging frameworks, including executive thought leadership, technical guides, and Gartner comparison assets.
Executed coordinated campaigns across digital ads, social media, content syndication, email nurtures, and sales outreach, equipping account teams with customized playbooks.
Results:
Boosted early-stage engagement with high-value enterprise accounts.
SDRs reached more enterprise prospects on the phone.
Accelerated pipeline creation and improved marketing-sales alignment.
Strengthened competitive positioning by influencing buyers earlier.
Established a scalable ABM framework, later expanded to additional enterprise initiatives.
From Fragmented Messaging to a Unified Buyer Journey
Disjointed GTM messaging was confusing buyers and killing conversion. This case study shows how I aligned teams around a single messaging framework by mapping the buyer journey and clearly connecting pain points, solutions, and differentiators, so every team told the same story and conversion improved.
From Intent to Opportunity: ABM in Action
The company needed to convert known, high-intent accounts into pipeline, but existing campaigns lacked focus and personalization. Find out how I built a high-intent ABM strategy that aligned messaging, channels, and sales outreach to accelerate pipeline from target accounts.