ABM · case study

Enterprise ABM Activation

Client: Red Hat

Industry: Technology & SaaS

Year: 2023

NRR Improvement25+ points

Churn Reduction40%

Program Account Scale200+

The challenge

Enterprise accounts required deep, persona-specific engagement across technical, financial, and operational stakeholders. Regional sales teams needed a consistent ABM playbook to align messaging and outreach motions. Content and messaging lacked modular structure for scaling personalization across industries and roles. Visibility into account engagement, intent, and progression was fragmented across tools.

Our methodology

1. Tiered ABM Framework: Established tiering models

Tiered ABM Framework: Established tiering models, segmentation, and account selection for global regions

2. Persona & Industry Personalization: Built modular messaging systems covering technical

Persona & Industry Personalization: Built modular messaging systems covering technical, executive, and operational personas

3. Regional Sales Alignment: Created field playbooks for outreach sequencing

Regional Sales Alignment: Created field playbooks for outreach sequencing, collaboration, and account progression

4. Intent & Engagement Insights: Connected signals from CRM

Intent & Engagement Insights: Connected signals from CRM, events, and digital channels into actionable dashboards

5. Expansion & Renewal Plays: Structured lifecycle programs that supported cross-sell

Expansion & Renewal Plays: Structured lifecycle programs that supported cross-sell, upsell, and renewal readiness.

The execution

Tiered ABM Framework: Established tiering models, segmentation, and account selection for global regions. Persona & Industry Personalization: Built modular messaging systems covering technical, executive, and operational personas. Regional Sales Alignment: Created field playbooks for outreach sequencing, collaboration, and account progression. Intent & Engagement Insights: Connected signals from CRM, events, and digital channels into actionable dashboards. Expansion & Renewal Plays: Structured lifecycle programs that supported cross-sell, upsell, and renewal readiness.

Outcome instrumentation & delivery

The outcome

Measurable impact across pipeline, efficiency, and growth.

Global ABM strategy enabled enterprise sellers to deepen account penetration and drive higher retention and expansion

Delivered 25+ point improvement in NRR

Reduced churn by ~40%

Impact trajectoryKey metrics

“Global ABM strategy enabled enterprise sellers to deepen account penetration and drive higher retention and expansion”

Red Hat

Outcome summary

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Designing precision GTM systems focused on winning high-value accounts through coordinated sales + marketing plays, multithreaded engagement, and intelligence-driven personalization at scale.

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Deepening customer value, accelerating expansion, and strengthening loyalty through targeted programs that activate, educate, and mobilize existing customers.

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