How a SaaS Company Used Marketo ABM to Drive 35% More Executive Meetings

Client Overview — A B2B SaaS Provider Struggling to Break Into Target Accounts

A B2B SaaS company targeted a defined list of enterprise accounts with high growth potential. Despite heavy outreach, engagement with decision-makers was low. Campaigns felt too generic to resonate at the account level, and sales struggled to get meetings within target organizations.

Challenges — Generic Outreach Missed the Mark for Target Accounts

• Lack of Personalization: Campaigns didn’t reflect account-specific pain points or industries.
  
• Sales-Marketing Disconnect: Marketing created broad nurture campaigns that didn’t align with sales plays.
  
• Wasted Budget on Low-Value Targets: Ads and emails went to accounts unlikely to convert.
  
• Minimal Engagement from Decision-Makers: Key personas often ignored outreach due to irrelevance. 

Solution — Account-Based Orchestration and Personalization Framework

Xgrid helped the client turn Marketo into an ABM engine that delivered account-specific experiences across channels.

• Account Segmentation: Built dynamic smart lists to segment accounts by industry, size, and buying stage.
  
• Personalized Content Mapping: Created asset libraries aligned to account pain points and decision-maker personas.
  
• ABM Playbooks: Designed coordinated journeys combining email, ads, and sales outreach for top accounts.
  
• Sales & Marketing Alignment: Synced Marketo campaigns with Salesforce account plans to ensure shared focus.
  
• Multi-Touch Attribution: Implemented tracking to measure ABM engagement and contribution to pipeline. 

Results — More Relevant Engagement, More Pipeline from Target Accounts

• 35% Increase in Meetings Booked: Personalized messaging drove more executive-level engagement.
  
• Higher Account Penetration: More contacts engaged within each target account, not just single leads.
  
• Increased ROI on ABM Spend: Budgets were focused on accounts most likely to convert.
  
• Tighter Sales-Marketing Alignment: Shared account plans created a unified go-to-market motion.
  
• Pipeline Growth from Tier-1 Accounts: High-priority accounts contributed significantly more opportunities. 

Want 35% more executive meetings with your top accounts? Avail Xgrid’s Marketo Consulting Services to turn generic outreach into targeted ABM journeys that win decision-makers.

Key Takeaways — ABM Requires Precision and Alignment

• Relevance is Everything: Campaigns must speak directly to account pain points and decision-makers.
  
• Sales and Marketing Must Be One Team: ABM success depends on shared plans and goals.
  
• Measurement Validates Investment: Attribution proves the impact of ABM efforts on revenue. 

Conclusion — Turning Broad Campaigns Into Account-Specific Journeys

By embedding ABM best practices into Marketo, the client shifted from generic campaigns to precise account-level engagement. The result: more meetings, more opportunities, and measurable growth from their highest-value targets.