The client had a compelling enterprise offering but struggled to consistently engage decision-makers within target accounts. Outbound efforts were fragmented across LinkedIn and email, resulting in low response rates, limited brand visibility, and an unpredictable enterprise pipeline. Without a coordinated account-based strategy, sales teams found it difficult to build relationships with key stakeholders or generate qualified meetings at scale.
We began by analysing the client’s existing outbound campaigns, customer acquisition channels, and enterprise sales performance. Through a 4-week strategic assessment, we identified that their strongest growth opportunity was within high-value enterprise accounts, where purchasing decisions involved multiple stakeholders and required sustained, personalised engagement across multiple channels.
We mapped over 390 target organisations across the UK, Europe, and North America, segmenting them by industry, annual revenue, buying committee size, LinkedIn executive activity, and technology adoption.
Key findings from this phase:
- 76% of previous enterprise revenue originated through referrals and founder-led introductions.
- Average enterprise contract value was 3.8x higher than mid-market opportunities.
- Only 18% of target decision-makers had been engaged through structured LinkedIn and email outreach.
Account-Based Outreach Strategy
With the Ideal Customer Profile established, we built a coordinated LinkedIn and email acquisition engine designed to create consistent engagement with enterprise buying committees.
LinkedIn Engagement Programme: Developed executive-focused content, personalised connection campaigns, and structured messaging sequences targeting C-suite leaders, department heads, and procurement stakeholders across priority accounts.
Email Outreach Engine: Built multi-touch outbound campaigns using intent-based personalisation, referencing company initiatives, hiring activity, industry developments, and technology investments to improve response quality and conversion rates.
Campaign Optimisation Layer: Implemented continuous testing across messaging, audience segments, and outreach sequences, supported by CRM reporting and performance dashboards to maximise meeting generation and pipeline growth.
Lead Nurture & Pipeline Management
To maintain engagement throughout longer enterprise buying cycles, we implemented a structured nurture programme designed to keep target accounts active until they were ready to enter the sales process.
- Executive Insight Campaigns: Monthly thought leadership, industry research, and business insights distributed through LinkedIn and email to strengthen credibility and maintain top-of-mind awareness.
- CRM Automation: Automated lead scoring, engagement tracking, follow-up reminders, and sales notifications, enabling account teams to prioritise high-intent prospects and accelerate pipeline progression.