Lytx is a world leader in video telematics solutions on a mission to make roads safer for everyone. Their products empower fleets to prevent accidents, protect drivers, and improve operations — and to date, over 2.1 million drivers worldwide have been protected.

But adoption of these life-saving technologies was lagging, especially among mid-sized fleets. So Lytx partnered with BOL to implement an account-based marketing (ABM) strategy that would not only drive awareness and pipeline, but also break down internal silos and unify their go-to-market approach.

The results were nothing short of transformative.

How do you simplify a complex road to market?

As a global manufacturer with customers spanning four major sectors and 15 distinct buyer personas, Lytx faced a web of operational and marketing challenges. Their total addressable list was fragmented, data sources were disconnected, and go-to-market teams were siloed. Each division operated independently, creating inefficiencies that slowed momentum and blurred focus.

BOL was brought in to realign Lytx's ABM motion, connecting marketing, sales, and operations around a single data-driven strategy built to accelerate pipeline growth.

To steer their ABM engine toward performance, the partnership centered around three key goals:

• Increase the volume and velocity of opportunities
• Improve attribution accuracy to connect marketing directly to revenue
• Create a unified view of the customer across four business sectors

But getting there meant clearing three specific roadblocks:

How do you fine-tune an ABM engine?

Step 1: In-Depth Market Research

BOL began by digging deep. Through comprehensive industry research and intelligence gathering, we identified the patterns, challenges, and opportunities within each of Lytx's market sectors. This discovery process uncovered critical insights into how the company could streamline operations, break down silos, and create a more cohesive go-to-market strategy.

Step 2: Ideal Customer Profile (ICP) Development

To ensure precision targeting, BOL conducted both quantitative and qualitative research.

Quantitative: We analyzed historical data from closed-won deals, reviewing industry and sub-industry (NAICS codes), annual revenue and employee ranges, fleet size cutlines, and buyer committee structures and lead sources.

Qualitative: We interviewed sales leaders to understand frontline challenges, mapped buyer pain points, and conducted competitive analysis to identify white space in the market.

The result: a robust ICP model that defined exactly which accounts — and personas — were most likely to buy.

Step 3: Laser-Focused Account Targeting

Armed with a refined ICP, BOL's media team activated a 6sense-powered targeting strategy that prioritized accounts based on funnel stage, profile fit, and intent signals. Using 6sense predictive analytics, we focused spend on the accounts most ready to engage, leveraging a mix of:

• 6sense display ads
• Paid and organic social
• Google Search and retargeting

This ensured every dollar was directed toward accounts showing strong buying signals, maximizing efficiency and ROI.

Step 4: Hyper-Personalized Messaging

With targeting in place, BOL's creative team developed tailored content for every stage of the buyer journey. By aligning 6sense signals with real-time buying intent, messaging could be dynamically served to each persona at the exact moment they were most likely to engage.

The result: personalization that performed, with content that felt relevant, timely, and valuable to every stakeholder in the buying group.

Step 5: Precision Reporting and Lifecycle Tracking

To unify data and create a single source of truth, BOL's analytics team designed a marketing influence dashboard that mapped the complete customer journey from first touch to closed deal. This dashboard provided visibility into:

• Account progression (cold to marketing engaged to MQA)
• Attribution from channel to pipeline
• Real-time insight into velocity and conversion trends

By connecting 6sense data directly to CRM and web activity, BOL created a closed-loop reporting environment that transformed marketing analytics into business intelligence.

Step 6: Attribution and Optimization

With full visibility into what was driving revenue, BOL continuously optimized spend toward accounts with the highest purchase intent. The result was faster deal velocity, higher-quality pipeline, and proof of performance that tied marketing to measurable ROI.

What does growth built to last look like?

By the Numbers

• $215K+ in influenced pipeline
• 75%+ of opportunities were 6sense influenced
• 6sense web and display channels delivered the highest impact, outperforming paid and organic social

"BOL's approach to implementing ABM and 6sense is really worth a look. By bringing the power of 6sense into a closed-loop reporting environment that includes CRM activity, BOL created a more realistic view of what was actually driving pipeline and revenue growth."

— Kerry Cunningham, 6sense Research & Thought Leadership

How does precision drive performance?

For Lytx, success came down to one thing: alignment. By breaking down silos, unifying data, and connecting intent with personalized engagement, BOL helped Lytx transform its marketing operations into a high-performance ABM engine that accelerates pipeline and converts insights into impact.

The result wasn't just better numbers — it was a better way of doing marketing.

Ready to accelerate your ABM engine? Let's put your marketing in motion.