Enterprise SaaS: ABM Campaign into Fortune 500
How a compliance software vendor penetrated financial institutions
Segment Overview
Enterprise SaaS selling to large corporations faces unique challenges: long sales cycles (12-24 months), complex decision-making units (5-10+ stakeholders), high ACV but low volume. Outbound here means Account-Based Marketing.
Business Situation
Regulatory compliance SaaS with €15M ARR. Dominant position in regional banks, goal to expand into Tier 1 financial institutions. Internal enterprise sales team (3 AEs) overloaded with existing deals.
Core Challenges
Why Outbound?
In enterprise sales, inbound barely exists. Decision-makers don't read blogs and don't download e-books. The only path is systematic outreach combined with relationship building and thought leadership.
Ideal Customer Profile
Target Account List: 50 specifically selected financial institutions. Personas: Chief Compliance Officers, Heads of Regulatory Affairs, VP Risk. Buying signals: Regulatory changes, M&A activity, leadership changes.
Our Approach
12-month ABM program. Phase 1: Research and account mapping (2 months). Phase 2: Personalized outreach to 3-5 personas per account (ongoing). Phase 3: Event-based triggers and warm intros. Combination of email, LinkedIn, executive referrals and industry events.
What Worked
What Didn't Work
Key Lessons Learned
Recommendations for Similar Cases
Enterprise ABM requires patience and investment mindset. Measure engagement and pipeline, not just meetings. Combine outbound with PR, events and thought leadership. Expect 12-18 months to first closed deals.
Disclaimer: This use case is a generalized scenario based on experience from similar projects. It does not constitute a promise of specific results. Actual results depend on product, market, pricing, and follow-up quality.
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