Baker Hughes: Powering Growth Through an ABM Mindset
Overview
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. The results spoke for themselves:
By the Numbers
- 500+ new contacts
- 100+ marketing qualified accounts
- 11 opportunities generated
- 3 closed/won deals
- 1,300% increase in ROI
“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
The Challenge: Meeting 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.
The Marketing Challenge: 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.
From Product to Solution
No longer leading with features or capabilities, messaging needed to focus on how Baker Hughes’ technologies solve unique customer problems.
From Many to One-to-One
Broad, generalized content had to give way to hyper-personalized engagement, tailored to the specific needs of individual accounts and decision-makers.
From Traditional to Data-Driven
BOL helped Baker Hughes unlock the power of customer and intent data, turning insights into targeted strategies that aligned content, sales, and metrics around measurable business outcomes.
The Strategy: Building 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.
ABM in a nutshell:
Build alignment. Identify the right customers. Personalize the experience. Measure what matters.
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
At every touchpoint, the goal was simple: make the buyer the hero.
- Heroes: Buyers are the heroes. Treat them like it.
- Setting: What in their world needs to be improved?
- Selling Ideas: How will you help them achieve it?
Guide: How will you lead them there?
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
Every element was designed to meet prospects where they were and guide them toward conversion.
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.
The Results: Proof That ABM Works
Performance Highlights
- 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.
The Takeaway: ABM Is 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.
