Orchestrated ABM to Deepen Engagement with Top Accounts

RWA solutions provider aimed to establish its position as an undeniable industry leader within the rapidly evolving regulated digital assets ecosystem. A key objective was to significantly deepen engagement with top global accounts, specifically major Banks and Financial Market Infrastructures (FMIs)/Exchanges, ensuring a strong and consistent Go-To-Market (GTM) approach across these critical relationships.

The Strategy

Scratch Marketing + Media implemented a highly integrated and multi-channel GTM strategy designed to achieve the company’s objectives within its core global accounts. The approach focused on:

  • Strategic Account Engagement: Developing an integrated strategy to directly engage top global accounts, ensuring all efforts were coordinated and impactful.
  • Targeted Digital Outreach: Utilizing a combination of programmatic display ads on LinkedIn and through the 6sense platform to ensure their message reached key decision-makers within the target accounts.
  • Digital Asset Hub Adoption Drive: Promoting their Digital Asset Hub through strategic email campaigns, optimized search visibility, and coordinated sales follow-up to encourage adoption and deeper engagement with the platform.

Execution

The integrated GTM strategy was meticulously executed, focusing on broad reach and deep engagement within target global accounts. This involved a combination of awareness-building and direct engagement tactics:

  • Extensive Account Reach: Campaigns successfully reached and engaged a wide audience within the target demographic, with 454 distinct website accounts interacting with content, and 1541 unique accounts exposed to 6sense media.
  • Focused Marketing Engagement: Through targeted efforts, 635 accounts were actively engaged by marketing initiatives, indicating strong resonance with messaging and offerings.
  • Coordinated Digital Asset Hub Promotion: Consistent messaging and calls to action across email, search presence, and direct sales follow-up drove awareness and encouraged the adoption of the Digital Asset Hub.

Outcomes

  • Integrated GTM drove the creation of 6 new opportunities.
  • Successfully positioned the company as a clear industry leader within the regulated digital assets ecosystem.
  • Generated significant engagement within top global accounts (Banks and FMIs/Exchanges).
  • Accelerated 4 existing opportunities to a closed/won status, contributing directly to revenue growth.
  • Achieved broad reach and engagement metrics across key digital channels, setting the foundation for continued growth.