Case Study: Yo Marketing Drives Pipeline Growth for Workforce Analytics Platform with Strategic ABM

In a competitive healthcare market with complex sales cycles, one workforce analytics company needed a smarter way to grow pipeline. With limited internal resources, they turned to Yo Marketing to build a scalable ABM engine. The result? A high-performing campaign that aligned teams, engaged top-tier accounts, and drove qualified leads.

Client

A leading provider of workforce analytics platforms for the US healthcare industry.

Challenge

The client, facing a competitive market and a complex sales cycle, needed to generate high-quality leads and build a robust sales pipeline. While they understood the value of Account-Based Marketing (ABM), they lacked the internal resources and expertise to design and execute a scalable, strategic ABM program. Their Go-To-Market (GTM) strategy included strategic ABM campaigns, but they needed a partner to bring this to life effectively. Specifically, they needed to:

1. Identify and Prioritize High-Value Target Accounts: Move beyond broad targeting to focus on accounts with the highest propensity to buy.

2. Develop Persona-Based Messaging: Craft compelling narratives that resonated with the specific pain points and needs of different decision-makers within target accounts.

3. Create a Multi-Touch, Multi-Channel Campaign Strategy: Orchestrate consistent engagement across various channels to nurture relationships and build interest.

4. Implement a Scalable and Repeatable ABM Process: Establish a framework that could be consistently applied across different regions and target account segments.

5. Build and Maintain a Steady Flow of Highly Qualified Leads. Implement lead qualification protocols and identify metrics to measure performance.

Solution: Yo Marketing's Scalable ABM Campaign Strategy

Yo Marketing partnered with the client to develop and implement a comprehensive, strategic ABM campaign strategy designed to address these challenges. The key components of the solution included:

Collaborative Account Prioritization

We worked closely with the client's sales, marketing, and account teams to identify and prioritize target accounts across all of their target regions. This collaborative approach ensured alignment and focused resources on the most promising opportunities.

Persona-Driven Messaging Tracks

Our team developed tailored messaging tracks for key personas within the target accounts (e.g., CHRO, CFO, VP of Operations, Clinical Directors). This ensured that each interaction addressed the specific needs and priorities of the individual decision-maker.

Multi-Touch Campaign Playbook

We created a detailed, 8-week campaign playbook that orchestrated a series of coordinated touches across multiple channels, including:

1. Email Marketing: Personalized email sequences delivering valuable content and insights.

2. LinkedIn InMail Messages: Direct, one-to-one outreach to key decision-makers.

3. LinkedIn Sponsored Posts: Targeted content delivered to specific personas within target accounts.

4. Targeted Advertising: Display and/or social media ads reinforcing key messages.

5. Phone Calls : Direct outreach from inside sales representatives, strategically timed and informed by previous engagement.

Scalable ABM Playbooks

We developed customized playbooks for the different target accounts.

Ongoing Execution and Optimization

Yo Marketing didn't just develop the strategy; we actively executed the campaigns, continuously monitoring performance and making data-driven adjustments to optimize results.

Results

Yo Marketing's ABM campaign strategy delivered significant, measurable results for the client, that can be categorized in:

Increased Pipeline of Qualified Leads: The campaign has generated the quality of leads by moving up market and aligning with the core ICP.

Improved Sales and Marketing Alignment: The collaborative approach fostered stronger alignment between sales and marketing, leading to more efficient and effective outreach.

Scalable and Repeatable Process: The established ABM framework provides a foundation for ongoing success, allowing the client to consistently target new accounts and expand their reach.

Data-Driven Insights: Continuous monitoring and optimization provide valuable insights into campaign performance, enabling ongoing refinement and improvement.

Conclusion

By following our strategic ABM approach, the healthcare workforce analytics platform provider was able to overcome their lead generation challenges and build a strong pipeline of qualified opportunities. Combining deep ABM expertise, collaborative planning, and meticulous execution, Yo Marketing delivered a solution that was not only effective but also scalable and sustainable. This case study demonstrates our ability to help clients achieve significant business growth through targeted, strategic ABM campaigns.

Yo Marketing can help with your ABM strategy. Contact us today to learn more.