Baker Hughes, a global leader in energy technology, employs over 55,000 people across 120+ countries, delivering innovative solutions that drive the energy industry forward.

When shifting market dynamics and buyer behavior demanded a new approach, Baker Hughes partnered with BOL to adopt a true account-based marketing (ABM) strategy.

They partnered with BOL to make it happen.

How do you meet the modern B2B buyer where they are?

In today's digital-first world, B2B buyers don't want to be sold to. They want to self-educate. With endless data and insights at their fingertips, customers expect personalized, relevant content that speaks directly to their challenges.

For Baker Hughes, this meant a fundamental shift in how they connected with prospects and customers. The traditional lead-generation playbook no longer fit. They needed an approach that reflected the complexity, individuality, and intelligence of modern buying journeys.

How do you go from product-centric to buyer-centric?

Baker Hughes approached BOL to help reimagine their marketing strategy — to move beyond broad, product-led campaigns and toward a data-driven, buyer-led ABM model. That meant changing not just the message, but the mindset.

How do you build an ABM engine that drives results?

Aligning Teams and Defining the Process

True ABM success starts with alignment. BOL worked with Baker Hughes to unify sales, marketing, and operations teams around shared goals, metrics, and definitions of success — building internal trust and a clear roadmap for execution.

Identifying High-Value Targets

Focusing marketing dollars where they'll make the biggest impact is the cornerstone of ABM. BOL helped Baker Hughes pinpoint high-value target accounts using an intelligent data model that combined firmographic, intent, and behavioral data to identify the prospects most likely to convert.

To enhance accuracy, we developed a custom algorithm with job title inclusion and exclusion criteria, ensuring every contact was relevant, verified, and ready for outreach.

Building a Better Buyer Experience

With targets identified, the next step was to map and elevate the customer journey. We worked with Baker Hughes to design an end-to-end experience that addressed key pain points at each stage of the funnel:

• Awareness: Educational content aligned with customer challenges
• Consideration: Solution-focused storytelling showing real-world impact
• Decision: Personalized assets and clear value proof

Assembling the Campaign Toolkit

With the strategy defined, BOL helped Baker Hughes craft a fully integrated ABM campaign, bringing the story to life across every channel:

• Website development: A unified digital destination that aligned messaging and experience
• Creative design: Visual storytelling that conveyed sophistication and innovation
• Content creation: Targeted assets built around each stage of the buyer journey
• Paid media: Multi-channel campaigns across LinkedIn, programmatic, and search

Driving and Optimizing Performance

Throughout the campaign, BOL continuously monitored engagement and pipeline impact, optimizing around what worked best.

The result wasn't just better marketing metrics but tangible business outcomes: accelerated pipeline, higher conversion rates, and clear revenue attribution.

What's the proof that ABM works?

"Pound for pound, the strongest performing campaign in our portfolio … from skepticism to reinvestment based on performance proof."

— Ryan Almond, ABM Global Lead, Baker Hughes

By the Numbers

• 500+ new contacts from key accounts
• 100+ marketing qualified accounts identified and engaged
• 11 new opportunities generated
• 3 closed/won deals
• 1,300% ROI increase

Baker Hughes not only saw measurable results, they saw a shift in mindset. What started as a pilot quickly became the blueprint for ABM excellence across the organization.

Why is ABM a philosophy, not a tactic?

For Baker Hughes, ABM wasn't just another marketing initiative — it was a new way of thinking about how to connect with customers, drive growth, and prove marketing's impact on revenue.

By aligning strategy, content, and data around the buyer, BOL helped Baker Hughes move from broad messaging to precision engagement — and from marketing activity to measurable business results.

Ready to turn marketing alignment into measurable growth? Build your ABM engine.