Contact us

Case Study:
From Intent to Opportunity: ABM in Action

Company: Hexagon

Project: ABM Campaign

The company needed to convert target accounts into pipeline, but campaigns had multiple messages and the budget was too small to properly impact all 5,000+ accounts.

"Michelle is an extremely driven leader with a strong command of marketing operations and strategy. She knows what needs to be done, moves quickly to align teams and priorities, and has the conviction to go out and make it happen. Her ability to connect strategic thinking with disciplined execution consistently drives results."
Guillermo Borges Farinas

Task: Build a high-impact ABM strategy that strategically narrows the target list, aligns messaging to the buyer journey, and drives measurable engagement and efficiency.

Actions:

  1. Targeted accounts with intent data
    • Leveraged Demandbase to identify accounts actively researching relevant topics.
    • Prioritized accounts by intent strength and recency to focus spend where conversion likelihood was highest.

       

  1. Built journey-aligned campaigns
    • Mid-funnel: educational, problem-aware messaging to meet prospects where they were.
    • Bottom-funnel: pipeline acceleration messaging emphasizing value, differentiation, and trust.

       

  1. Orchestrated and optimized execution
    • Automated account progression through ad groups based on opportunity stage.
    • Used individual-level retargeting to continuously engage contacts.
    • Continuously optimized media, creative, and content based on performance.

       

Results:

Performance Lift

  • +40% increase in CTR compared to other campaigns

  • +37% increase in account penetration

  • +56% lift in ad engagement rate

  • +10% increase in video completion rate

Cost Efficiency Gains

  • 46% reduction in CPC

  • 35% reduction in cost per 1,000 people reached

  • ~26% reduction in CPM

  • 50% reduction in cost per video view

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.

Learn How

Driving Product-Led Growth with PQLs

Product-led growth only works when you know which behaviors actually lead to upgrades. This case study shows how I defined Atlassian’s PQL framework, identifying the product usage signals that matter and using targeted messaging to drive conversion and expansion.

Learn How