Sector: Software as a Service (SaaS) – HR, Payroll, and Learning & Development Platforms
Creating a Personalised ABM Strategy for a SaaS Leader to Accelerate Enterprise Growth
Project Focus Areas
Increase Market Penetration by expanding presence within the UK enterprise market (1000+ employees).
Increase Contract Sales by securing 15 new enterprise accounts annually through targeted ABM.
Increase Brand Awareness to establish leadership positioning across both public and private sectors.
Improve Sales and Marketing Alignment through shared processes, reporting, and technology to drive predictable growth
Project Overview
Developing a data-driven Account-Based Marketing strategy to generate 15 new enterprise-level accounts across public and private sectors.
Key Strategic Elements:
Market Sizing and Gap Analysis
Target Audience Profiling and Persona Development
Decision-Making Unit and Stakeholder Mapping
Sector Attractiveness and Growth Potential Scoring
Account-Based Marketing Funnel Design
SaaS ABM Customer Journey Model
Sales and Marketing Alignment Framework
Data-Driven Channel and Content Strategy
Predictive Funnel and Conversion Modelling
Measurement and KPI Dashboard Framework
Platforms and Systems Review
The client, a leading HR, Payroll, and Learning & Development SaaS provider, was facing mounting competitive pressure from global payroll platforms entering the UK market. Despite strong brand awareness, their existing lead generation and Account Based Marketing activity lacked the precision and scalability required to engage enterprise-level organisations effectively.
The sales team had a defined list of target accounts but lacked visibility on which sectors or companies offered the highest commercial potential. Target accounts were often chosen out of vanity. Conversion rates were inconsistent, and there was limited integration between sales and marketing data. With the procurement processes across public and private sectors differing significantly, two approaches were required.
The challenge was clear: the client needed a strategic marketing model capable of identifying high-value accounts, understanding the target audiences buying dynamics, and delivering a highly personalised journey that shortened the path from awareness to sale.
The Challenge
A comprehensive Account-Based Marketing (ABM) strategy was designed to align sales and marketing functions and establish a predictable model for enterprise growth.
Our methodology began with defining the project aims and assumptions, conducting deep market analysis, and sizing both private and public sector opportunities. Using industry sources we identified the total addressable market , refined this to a serviceable market, and focused the active obtainable market to a selection of prime enterprise targets.
Through Astrava’s Competitive Edge and Alignment Models™, we mapped market forces, sector attractiveness, internal capabilities and growth potential to prioritise the right industries based on scalability, complexity, and sales cycle length.
We defined the Ideal Customer Profile (ICP), Decision-Making Unit (DMU), and Stakeholder Influence Map, creating data-driven personas to guide messaging and channel strategy. Each campaign was aligned to a bespoke SaaS ABM customer journey, ensuring the right message was delivered to the right person, through the right channel, at the right time.
Key components included:
Conservative funnel modelling using B2B conversion benchmarks to forecast the volume of accounts required to meet the 15-account target.
A dual go-to-market strategy: ABM for the private sector (driven by commercial intent) and RFP-based engagement for the public sector.
Detailed channel plans covering LinkedIn Matched Audiences, targeted thought leadership, personalised landing pages, and sector-specific playbooks.
Defined measurement frameworks and KPI dashboards integrated through Salesforce and Marketo for real-time performance tracking.
Our Approach
Astrava went beyond the original brief, delivering a complete strategic blueprint that exceeded expectations:
Predictive ABM Model: created a data-backed, conservative funnel model to accurately forecast account requirements to meet annual sales goals.
Sector Prioritisation Framework: identified high-growth, high-margin industries for short- and long-term wins, improving targeting precision.
Sales & Marketing Alignment: established shared definitions, workflows, and dashboards to track conversion rates from account identification to close.
Customer Journey Mapping: developed a personalised ABM journey that reduced the sales cycle by an estimated 45%.
Scalable ABM Framework: provided a structured roadmap to progress from pilot ABM campaigns to full-scale programmatic delivery.
Improved Attribution & Reporting: recommended integration between Marketo, Salesforce, and intent-tracking tools to deliver actionable insight.
Project Outcomes
Why Astrava? Delivering Predictable Growth Through Strategic Personalisation
Astrava provided a tailored, insight-driven strategy that positioned the client to confidently pursue enterprise accounts with precision and predictability. By combining market intelligence, data-led segmentation, and a unified sales-marketing approach, the project transformed a fragmented lead generation process into a measurable, scalable ABM engine.
For organisations facing complex buying processes or competing across both public and private sectors, Astrava’s ability to design bespoke ABM frameworks ensures growth strategies are not only effective but sustainable.
The benefits included:
Increased Enterprise Conversion Rates: The personalised ABM model identified high-intent accounts and reduced wasted outreach, resulting in stronger conversion efficiency across the funnel.
45% Reduction in Sales Cycle Length: Mapping the ABM customer journey to the sales process enabled faster decision-making and shorter lead-to-close times.
Improved Sales and Marketing Collaboration: A unified framework, shared KPIs, and joint reporting structures created alignment and accountability between teams.
Predictable Pipeline Growth: Conservative funnel modelling provided visibility of the volume and quality of accounts required to hit annual sales targets.
Enhanced Market Positioning: Sector-specific messaging and targeted brand awareness strengthened the company’s reputation as a credible enterprise SaaS provider.
Scalable ABM Framework for Global Expansion: The model established foundations that could be scaled internationally, supporting the company’s global growth ambitions.
Ready to Turn Strategy into Measurable Enterprise Growth?
If your organisation is experiencing challenges such as:
Low conversion rates in enterprise sales
Misalignment between sales and marketing
Difficulty identifying or prioritising high-value accounts
Long and unpredictable sales cycles
Then Astrava can help you create a personalised ABM strategy that connects data, insight, and execution to drive measurable business outcomes.
Contact Astrava to discuss how a tailored ABM strategy can accelerate your enterprise growth.