The Evolution From Lead-Gen to ABM
The result of GTM team alignment speaks for itself.
With careful alignment, we transformed a B2B Series C data integration platform from a lead-based to account-based marketing powerhouse with multi-touch attribution.
The Challenge:
GTM Misalignment Around Enterprise B2B SaaS Buying Behavior + Traditional Lead-Based Marketing
Despite strong product-market fit, the company was operating without visibility into account-level engagement across complex buying committees.
Attribution Blindness
Lead-centric, first-touch measurement provided no visibility into account-level engagement across buying committees spanning long sales cycles.
Sales + Marketing Misalignment
Marketing optimized for leads while Sales focused on accounts, creating friction between the two teams, impacting hand-offs and resources.
Technology Gaps
Inconsistent data quality, a fragmented tech stack and manual processes prevented reliable account-level scoring and comprehensive tracking.
The Strategy:
Align Sales + Marketing Around Accounts
We built a comprehensive ABM program that aligned Sales and Marketing around a shared account-centric strategy, replacing fragmented lead-based campaigns with sophisticated attribution modeling that provided both teams visibility into how enterprise buyers make decisions.
Tech Stack Optimization + DemandBase Implementation
- Platform deployment: Implemented DemandBase as the central ABM platform, unifying account intelligence, engagement tracking, and campaign orchestration.
- Data integration: Connected DemandBase with Salesforce, Marketo, Outreach, Google Analytics, 3rd party intent data, and advertising platforms for a unified account view.
- Attribution modeling: Built multi-touch attribution tracking account engagement across all channels and touchpoints.
- Dashboard creation: Developed executive-level reporting showing account progression, attribution, and marketing ROI in real time.
- Data governance: Established automated data quality standards for reliable account scoring.
Align GTM Teams
- Collaborative planning: Facilitated workshops with Sales leadership to define target account criteria and segmentation.
- ICP refinement: Analyzed closed-won deals to identify key characteristics for account scoring.
- Tier definition: Created three-tier account classification (Tier 1: 100 accounts, Tier 2: 500 accounts, Tier 3: 1,500 accounts) with differentiated strategies.
- SLA establishment: Defined service-level agreements between Marketing, SDRs, and Account Executives for seamless account handoffs.
Key Deliverables & Technology Implementation
The transformation included strategic frameworks, campaign assets, technology integration, and and advanced that created lasting competitive advantage. Strategic Framework SiriusDecisions ABM methodology with dual waterfall measurement and cross-qualification playbooks. Campaign Assets Personalized content library, account-based advertising templates, and sales enablement materials. Technology Integration DemandBase platform with third-party intent data for account scoring and executive dashboards providing real-time visibility. Advanced Analytics Multi-phase attribution with weighted modeling, time decay, and predictive conversion intelligence.
Updated Account-Based Funnel Architecture
Established clear stage definitions and measurement criteria for enterprise buying journeys.
Awareness
Accounts matching ICP showing intent signals through content consumption and competitor research.
Engaged
Direct engagement with StreamSets through website visits, downloads, and webinar attendance.
MQA (Marketing Qualified Account)
Threshold combination of engagement score, intent signals, and ICP fit score triggers SDR outreach.
Opportunity
Active sales opportunities with pipeline progression and deal velocity tracking.
Campaign Orchestration + Personalization
Developed synchronized campaigns based on account tier, industry, and engagement stage.
Dynamic Content Engine
Personalized ad copy and landing pages based on account characteristics and engagement stage.
Multi-Channel Coordination
Synchronized campaigns across email, social, paid media and events with unified messaging.
Account-Based Advertising
Intent signal targeting and retargeting with account-specific messaging and executive engagement programs.
Attribution Modeling Transition
Transitioned from basic equal-weight distribution to weighted modeling with time decay, providing visibility into marketing touchpoint effectiveness.
Phase 1: Equal-Weight Foundation
- 90-day attribution windows
- Equal-share methodology (3 touchpoints = 33% each)
- Bi-dimensional analysis framework
- Data validation and baseline establishment
Phase 2: Weighted Attribution
- Critical touchpoint weighting
- Time decay modeling
- Journey-stage optimization
- Pipeline conversion emphasis
Performance Analysis & Strategic Insights
New attribution analysis revealed critical insights about channel effectiveness, content performance, and regional optimization opportunities.
Channel Performance Excellence
Events showed 42% of pipeline beginning at awareness stage with 23% higher win rates. Technical white papers achieved 78% influence rate vs 41% for business content.
Account Progression Visibility
Complete transparency across funnel stages with 35% SQA to Opportunity conversion and strong 19% Opportunity to Closed/Won rate (exceeding the 15% benchmarks).
Regional Market Insights
EMEA required enhanced post-event nurture while Americas led conversion. Trade shows delivered 36% pipeline influence with user groups providing 27% influence.
Exceptional Results Achieved
The ABM transformation delivered outstanding performance across all key metrics, demonstrating the power of account-centric marketing with sophisticated attribution modeling.
70%
Marketing-Sourced Pipeline
Total pipeline from marketing-influenced accounts across all regions
48%
PLG Attribution
Platform sign-ups attribution for MQAs revealing untapped potential
100%
Executive Event ROI
Attribution to closed/won deals from executive events
23%
MQA to SQA Conversion
Exceeding industry
benchmark of 17%
benchmark of 17%
My Biggest Learnings
ABM bridges the critical gap between complex enterprise tech buying behavior and moving beyond the conventional "inbound lead" approach. The biggest takeaway? Trust goes a long way. Successful enterprise growth requires sustained, coordinated engagement and alignment across the entire go-to-market teams. This integrated approach demonstrates that ABM, when powered by advanced attribution, significantly improves overall go-to-market efficiency.
Modern B2B marketing extends beyond campaign execution. It requires alignment in understanding your relevant market, implementing the right tech, establishing cross-functional collaboration, and including customer success during the planning stages.
Happy to help. :)
This success is a story of alignment and collaboration. It wasn't about optimizing individual channels, but transforming the entire GTM ecosystem. This integrated approach proves sustainable B2B growth demands excellence across demand generation, sales enablement, and operational infrastructure.
I'm Monica Wright, founder of Wanjo Consulting. With 20+ of in-house building martech foundations and leading demand generation and ABM, I’m going solo to solve the challenges of go-to-market teams – generating measurable and sustainable growth.
Whether you're looking for GTM consulting, marketing leadership expertise or or just want to connect, I'd love to hear from you.