19 executive-level meetings booked across 12 target accounts
Enterprise B2B professional services firm, 100+ employees, 6–18 month sales cycles, average deal size $340,000
The situation
With a $340,000 average deal size and an 18-month sales cycle, every meeting in this company's pipeline needed to be with a genuine economic buyer. They had tried traditional cold outreach to enterprise accounts twice before — both times they had generated meetings, but with senior managers rather than VP and C-suite contacts who could actually drive the decision.
The fundamental problem was penetrating multiple stakeholders within the same account simultaneously. Enterprise deals don't get closed by convincing one person — they require building internal champions across different functions. Their previous campaigns had been running single-contact linear sequences that never built the multi-threaded presence required to advance a deal at enterprise scale.
What we did
We designed a multi-threaded account-based approach targeting 40 named enterprise accounts identified by the client as their highest-priority opportunities. For each account, we identified 3–5 relevant stakeholders across different functions — the economic buyer, the technical evaluator, and the business champion.
LinkedIn outreach was sequenced differently for each stakeholder type within an account, with messaging calibrated to that person's organizational concern rather than a single company-wide message. Paid LinkedIn content targeting ensured brand presence with all named accounts before any cold outreach landed. Content distribution reinforced the outreach with thought leadership pieces relevant to each vertical segment.
The outcome
Nineteen executive-level meetings (VP and above) across 12 of the 40 target accounts — a 30% account penetration rate. The account penetration strategy resulted in multi-stakeholder coverage at 7 of the 12 accounts where meetings were booked.
Average deal size influenced by the campaign was $340,000. Three accounts advanced to active proposal stage within the campaign period. The client noted that the quality of meeting attendees — specifically the seniority level — was measurably higher than any previous campaign.
"Previous campaigns got us meetings. This campaign got us the right meetings. Multi-stakeholder coverage inside the same account was something we'd never managed to do with outreach alone. Three of those twelve accounts are now in active proposal."
Key Results
- 19Executive-level meetings booked
- 12/40Target accounts penetrated
- $340KAverage deal size influenced
- 7Multi-stakeholder accounts
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