Enterprise Fintech

Problem

Enterprise sales cycles were long and multi-threaded, but marketing was still running demand gen as if every lead was self-serve — creating volume without pipeline quality.

Approach

• Segmented target accounts by deal size and buying-committee complexity.
• Designed a multi-channel ABM motion combining LinkedIn, programmatic display, and direct outreach triggers.
• Aligned marketing and sales on a shared account scoring model instead of separate MQL/SQL definitions.

Execution

• Coordinated media execution across Google, Meta, and LinkedIn under one enterprise budget.
• Built account-level reporting that sales leadership actually used in pipeline reviews.
• Ran quarterly account-tier reviews to reallocate spend toward accounts showing real buying intent.