ABM done right: case studies from the cutting edge

ABM to the Rescue: How to Power Precision Marketing

Overview

In times of economic uncertainty, marketing efficiency matters more than ever.
According to HubSpot’s Not Another State of Marketing Report 2022, 70% of marketers now have an active ABM program in place, and for good reason.

When done right, Account-Based Marketing (ABM) turns guesswork into precision. It aligns sales and marketing, targets high-value accounts, and drives measurable revenue impact.
At BOL, we’ve helped organizations of all sizes make that shift from spray-and-pray marketing to smart, strategic, data-led growth.

 

The Challenge: Quality Over Quantity

When budgets tighten, every marketing dollar needs to count. And one high-quality lead can be worth more than a hundred low-quality ones.

ABM flips the traditional funnel by focusing on the right accounts, not more accounts, optimizing for engagement, efficiency, and long-term growth.

 

Why ABM Wins:

  • Increased lead engagement
  • Higher deal size
  • More pipeline and revenue
  • Improved brand reputation and loyalty

As research shows, 76% of marketers report higher ROI from ABM than any other marketing strategy.

Our mission at BOL is to make sure our clients are part of that 76%.

 

The BOL Way: Orchestrating ABM from Insight to Impact

We’ve spent years perfecting ABM frameworks that help clients align teams, simplify operations, and generate results that can be seen and measured across the business. Here’s how we do it.

 

Define: Ideal Customer Profiles (ICP)

Client: Nearmap
Product: Geospatial mapping technology

Every successful ABM strategy starts with knowing exactly who you’re trying to reach.
For Nearmap, that meant moving beyond assumptions and redefining what their “ideal customer” looked like.

Leveraging insights from customer closed-won data, market research, and stakeholder interviews, BOL surfaced key insights that redefined Nearmap’s entire ICP.

What We Focused On
  • Firmographics (industry verticals, revenue, company size)
  • Behavioral data (lead sources, intent keywords, opportunity type)
  • Environmental factors relevant to customer needs
What We Delivered
  • A collaborative ICP development workshop
  • A robust ICP reference guide used across teams and verticals

Outcome: Nearmap gained a scalable, data-backed ICP that made every marketing decision more focused and every dollar more efficient.

Target: Turning Data into Direction

Client: Fortune 500 Data and Analytics Company
Product: Real-time information and analytics

ABM replaces “reach everyone” with “reach the right ones.”
For this client, BOL used 6sense intent data and CRM integration to cut through the noise and prioritize accounts most likely to buy.

What We Focused On
  • Real-time intent signals from 6sense and Demandbase
  • Marketing and sales alignment for shared targeting goals
What We Did
  • Identified in-market accounts actively consuming content
  • Tracked engagement across web and campaign touchpoints
  • Built buyer groups that extended beyond single decision-makers
What We Delivered
  • Buyer stage–specific targeting strategy
  • Intent-driven prioritization plan
  • Shared lead scoring framework between marketing and sales

Outcome: A streamlined, high-impact target list (TAL) that turned fragmented audiences into focused opportunities.

Reach: Multi-Channel Precision at Scale

Client: Forescout
Product: Automated cybersecurity solutions

ABM is only as strong as its reach.
For Forescout, BOL orchestrated a multi-channel paid media program that reached target accounts across the web, combining awareness-building and lead generation in one cohesive system.

What We Did
  • Integrated 6sense with LinkedIn to deliver intent-driven ads
  • Extended TAL reach through Google, Facebook, display, and programmatic channels
  • Created a bid strategy combining CPM, CPC, and CPL to optimize spend
  • Used historical data to prioritize in-market accounts
What We Delivered
  • A comprehensive media plan
  • Intent-based account prioritization
  • Budget allocation strategy across channels

Outcome: Forescout expanded its footprint across key enterprise targets while maintaining precision, performance, and cost efficiency.

Orchestrate: Aligning Sales and Marketing for Impact

Client: Fortune 500 FinTech

Product: Financial technology

ABM only works when teams do.
To improve visibility and engagement, BOL evolved traditional SEO into Account-Based SEO (ABSEO) with a content strategy that focuses not just on traffic volume, but on the right traffic.

What We Did
  • Created TAL-specific blog content tailored to high-value accounts
  • Optimized for hyper-specific keywords tied to client ICPs
  • Developed evergreen content assets that assisted sales enablement
What We Delivered
  • ABSEO content strategy briefs for each vertical
  • Scalable topic clusters built for TAL engagement

Outcome: An SEO program that not only ranked but resonated, driving qualified organic traffic from enterprise-level buyers and accelerating pipeline conversations.

Engage: Personalized Content That Converts

Client: CareMetx

Product: Digital patient hub solutions

In ABM, relevance is everything.
For CareMetx, BOL turned empathy into a differentiator with a content and creative campaign that visually and emotionally broke through industry noise.

What We Did
  • Conducted deep competitive analysis and developed a standout creative campaign
  • Used photo compositing to produce unique visuals within a modest budget
  • Targeted specialty pharmaceutical companies using ABM intent data
  • Built a full-funnel content ecosystem, from LinkedIn ads to gated landing pages
What We Delivered
  • An empathetic creative campaign that captured attention
  • Highly targeted media informed by real intent data
  • Lead nurturing workflows to move prospects from awareness to action

Outcome: A cost-effective campaign that proved creativity and data can coexist and drive both engagement and conversion.

Enable: Powering Tech for Smarter Selling

Client: Lytx

Product: Video telematics technology

Data is the engine behind every ABM strategy, but only if it’s connected.
BOL helped Lytx integrate its CRM and ABM platforms, giving sales and marketing a single source of truth.

What We Did
  • Connected CRM fields to 6sense for segmentation and tracking
  • Enhanced reporting to reflect actual pipeline and revenue attribution
  • Improved visibility into buyer stage and intent within CRM

Outcome: Teams gained real-time insight into account health and pipeline movement, improving speed to action and sales efficiency.

 

Prove: Analytics That Close the Loop

Client: Lytx

Product: Video telematics technology

Every ABM story needs an ending, especially one written in numbers.

 

What We Did
  • Blended CRM and 6sense account data
  • Visualized performance in Tableau dashboards
  • Tracked touch-type activity across opportunities
What We Delivered
  • An analytics dashboard showing:
    • 65% of open pipeline influenced by marketing
    • 67% of closed-won deals tied to ABM activities
  • Full-funnel visibility into how marketing drives revenue

Outcome: Proof of performance. Clear, data-backed insight into what’s working and where to optimize next.

 

The Takeaway: BOL Gets ABM

For years, BOL has been helping brands evolve from lead-based to account-based and redefine how marketing and sales work together to deliver tangible business outcomes.

From identifying the right targets to activating multi-channel campaigns, from building content that connects to proving ROI that inspires reinvestment, BOL’s ABM framework drives smarter marketing at every stage.

Because in a market where efficiency and precision define success, ABM is the advantage.

Get started today. Speak to one of our ABM experts.

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