- Industry
- Enterprise SaaS
- Team
- Marketing & RevOps
- Target list
- ~4,000 accounts
- Services
- Technographic · Intent
- Timeline
- 90 days
At a glance
The team had a strong ABM motion, but the target-account list was too broad and lacked the enrichment needed to prioritize accounts based on technology and buying intent.
The challenge
The program wasn't broken on paper. The target list was well-defined, the creative was sharp, and budget was approved. What was missing was the one thing that makes account-based marketing work: knowing which accounts were actually ready to buy, and why.
- No stack visibilityThe team couldn't see which accounts ran complementary tools worth a tailored pitch, or which ran a direct competitor worth a displacement play.
- No timing signal.Outreach went out on a calendar, not on demand, so most of it landed months before or after an account was in-market.
- Eroding trust.After enough flat quarters, sales had stopped believing the target list reflected real opportunity.
In the CRM, every account looked the same, so we treated them the same. Our data gave us no reason to spend more on the accounts that were actually ready to buy.
The approach
Instead of rebuilding the ABM program, the team enriched the existing target list with two signals: the technology each account was running and the buying intent those accounts were showing.
Technographic enrichment
We mapped the core technology stack across the target accounts, identifying complementary tools, competing platforms, and technology patterns that indicated a stronger fit for the team's solution.
Intent enrichment
We layered intent signals on top of the technology data to identify accounts actively researching relevant topics, evaluating alternatives, or showing other signs of being in-market.
What changed
The enriched list changed how the team allocated attention. Instead of treating every account as equally valuable, marketing and sales could prioritize accounts based on fit, intent, and the timing of the opportunity.
- Prioritization.A single fit-and-intent score decided who got worked first, so effort followed evidence.
- Messaging.Each segment got outreach built around its actual stack instead of a generic pitch.
- Timing.Intent surges triggered plays within days, catching accounts inside their buying window.
The results
Inside one quarter, return on ABM spend tripled. Marketing-sourced pipeline from target accounts rose 61%, the meeting-booked rate on prioritized accounts more than doubled, and the technographic match rate across the list hit 94%, giving the team confidence the segmentation reflected reality.