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How The Smarketers Built a Multi-Channel ABM Program for a Fortune 100 Technology Leader in India

About the Client

Our client is a Fortune 100 global technology company with a strong enterprise footprint in India, serving large organizations across industrial, automotive, manufacturing, energy, consumer, and other complex sectors. For this engagement, the focus was on driving awareness, engagement, and qualified demand for one of its flagship enterprise AI offerings, while also supporting outreach for other enterprise software solutions within its broader portfolio.

Industry

Enterprise Technology / AI & Digital Transformation

Solution Offered

Account-Based Marketing (ABM) for enterprise demand generation and executive engagement

Challenge

Despite strong brand recognition and a robust enterprise portfolio, the client needed a more focused way to engage high-value accounts in India. Reaching senior decision-makers required more than standard demand generation. The target audience was already exposed to repeated vendor outreach, generic webinars, and broad-based messaging, making it harder to stand out and drive meaningful conversations.

Key obstacles included:

  • Limited availability of the proper methodologies for marketing and doing targeted outreach.
  • Limited ability to scale deep personalization across enterprise accounts and senior personas
  • Audience fatigue caused by repeated outreach across vendors and campaign formats
  • Content gaps for specific industries and decision-maker roles
  • Weak alignment between engagement signals and the next-best campaign touchpoint
  • Data quality and segmentation issues that affected targeting precision
  • Delays and follow-up dependencies across multiple stakeholders and execution partners

The need was clear: build an ABM engine that could combine strategic targeting, multi-channel engagement, and stronger content journeys to create real conversations with enterprise buying groups.

Objectives

  • Build a 1:1 and 1:few ABM motion across high-priority enterprise accounts
  • Engage senior technology, digital, operations, engineering, and line-of-business leaders
  • Drive awareness and qualified interest through coordinated outreach across multiple channels
  • Support both flagship AI-led positioning and adjacent enterprise software conversations
  • Create a repeatable framework for account engagement, lead qualification, and sales handoff

Our Approach

The Smarketers designed the program around high-value enterprise clusters across manufacturing-led and industrial sectors. Accounts were segmented into 1:1 and 1:few plays, with targeting mapped to senior personas such as CIOs, CTOs, CDOs, engineering heads, plant operations leaders, IT stakeholders, and functional business leaders. This allowed outreach to be more relevant by role, industry context, and likely business priority.

Rather than relying on a single outreach tactic, the program was built as a coordinated ABM engine spanning email, LinkedIn, paid ads, direct mail, webinars, masterclasses, executive conversations, and event-led engagement. Each channel played a specific role in moving accounts from awareness to engagement and from engagement to qualified sales conversations.

To support campaign execution, The Smarketers created and managed a wide set of assets, including landing pages, webinar abstracts, social creatives, emailers, drip sequences, banner concepts, call scripts, attendee follow-ups, and nurture touchpoints. As the program evolved, the team also moved toward structured content hub thinking to make it easier for accounts to consume industry- and role-relevant content in a more guided way.

To deepen interaction with senior audiences, the program combined digital demand generation with high-touch formats such as webinars, masterclasses, and executive-led thought leadership conversations. This helped create more credible, relationship-oriented engagement paths for enterprise buyers who were less responsive to standard promotional outreach.
The program used a structured scoring model across LinkedIn engagement, email responses, asset interactions, webinar registration and attendance, direct conversations, and meeting interest. This gave the client a more disciplined way to identify warm leads, MQLs, and SQL-ready opportunities, while improving the visibility of account-level engagement.

Results & Impact

ABM & Pipeline Indicators
The program helped drive meaningful engagement across a focused set of enterprise accounts through coordinated outreach across email, LinkedIn, ads, webinars, roundtables, and in-person engagement. As a result, it contributed to a pipeline of over $100 million, while building stronger visibility and momentum across high-value target accounts. These results came from a focused enterprise audience across major Indian organizations in manufacturing, automotive, industrial, energy, pharma, and consumer-linked sectors.
Channel & Event Outcomes

The campaign included 4 webinars and 2 masterclasses, along with direct mail and executive outreach initiatives. More than 100 direct mail packages were dispatched to senior leaders across key metros as part of the account engagement effort. Webinar-led campaigns showed strong pre-event interest and helped surface intent across multiple target accounts, even where attendance patterns revealed the need for stronger post-registration nurture and more flexible content delivery formats.

Engagement Quality
The program created meaningful traction with enterprise leaders across IT, digital transformation, analytics, engineering, operations, finance, and infrastructure functions. It also generated positive responses through LinkedIn-led outreach and event invitations, helping move selected accounts into live conversations and follow-up sequences.
Strategic Learnings
One of the biggest takeaways from the engagement was that enterprise ABM works best when channels are orchestrated together, not run as isolated activities. The campaign also reinforced the importance of better account data, centralized follow-up, role-specific content, and more curated executive experiences instead of generic event formats.

Final Results Summary

As a result of the ABM program, the client gained:
  • A multi-channel enterprise engagement engine spanning outbound, paid, event-led, and executive formats
  • Stronger traction across high-value target accounts in India
  • A meaningful contribution to a pipeline exceeding $100 million
  • Better visibility into account engagement and buying-group interest
  • A scalable framework for future ABM and enterprise demand generation initiatives

Overall Impact

This engagement helped transform enterprise outreach from a collection of disconnected tactics into a more structured ABM program built around accounts, personas, signals, and coordinated campaign touchpoints. By combining email, LinkedIn, ads, webinars, direct mail, masterclasses, and executive engagement formats, The Smarketers helped the client build stronger traction with enterprise buying groups and create a more scalable foundation for future demand generation in India.