Client: Global B2B Testing & Inspection Company
Industry: Compliance, Testing & Inspection Services
Objective: Launch a new niche service offering for emerging tech companies while driving market access success across global markets through an account based marketing program.

Background & Challenge

The client, a leading provider of testing and inspection services, was preparing to launch a specialized offering tailored to a fast-growing segment of emerging technologies. The challenge? Their ideal customers—U.S.-based manufacturers—had complex regulatory needs due to global operations. Although headquartered in the U.S., these businesses had to comply with non-standardized regulations around the world to successfully launch products internationally.

Adding complexity, while strong content assets had been developed to support awareness and education (top- and mid-funnel), bottom-of-funnel engagement proved difficult. Prospects needed reassurance not only about the new offering’s value but also about how it could help them navigate highly varied compliance requirements abroad.

Account-Based Marketing Program Strategy

1. Content-Led Enablement:
The company’s SMEs created educational content that was repurposed into blogs, webinars, landing pages, checklists, and how-to guides. These assets effectively addressed early and mid-stage funnel needs, establishing the brand’s credibility in the niche space.

2. Bottom-Funnel Focus on Global Expertise:
To support conversion, the team pivoted to showcase their unique capability in helping companies achieve market access across global regions. Customer success stories and thought leadership pieces were crafted to highlight regulatory wins and international approval paths—especially valuable for companies innovating in emerging tech.

3. Account Scoring and ABM program implementation:
A target list was scored and segmented, with three Tier 1 accounts selected for high-touch, personalized outreach.

Tactics included:

• Custom Sales & Marketing Plans: Tailored messaging and outreach for each Tier 1 account.
• SME Engagement: Exclusive lunch-and-learn sessions to bring experts directly to key stakeholders.
• Real-Time Relevance: Delivery of curated regulatory updates paired with actionable insights specific to the prospect’s industry and regions of interest.

Tier 2 and Tier 3 accounts were also targeted through display ads and email nurtures to move them through the funnel.

Results

• 92% Target Account Penetration
• 67% Account Engagement Rate
• 2 New Logos Added in First 12 Months

This account based marketing program not only proved the value of the new service offering but also reinforced the company’s brand as a global compliance partner. The blend of educational content, expert access, and hyper-targeted outreach turned an abstract offering into a profitable, business-critical solution.