Client Overview
Our client is a Singapore-based SaaS company that provides AI-powered document workflow automation for regulated industries including insurance, financial services, and healthcare. Their platform helps enterprises streamline complex processes such as claims, underwriting, onboarding, and compliance-heavy documentation.
The Challenge
The client wanted to expand into the insurance sector in APAC, specifically Singapore, Malaysia, and Australia, where insurers face increasing pressure from regulatory changes and operational complexity. But breaking into enterprise accounts in a new vertical is not straightforward: long sales cycles, multiple stakeholders, and generic outreach that gets ignored made it difficult to get traction.
The goal was to target enterprise insurers most impacted by these regulatory shifts and struggling with inefficiencies in document-heavy workflows such as claims management, and reach them in a way that actually felt relevant to their world.
What We Did
We built and executed a 1:1 ABM motion with a timeline of 4 to 5 months, moving from strategy design to execution and orchestration.
Building the strategy
We didn’t start with a target list. We started with the problem. Before identifying accounts, we needed to understand what was actually keeping insurance leaders up at night.
- Connected with Sales to analyse recent enterprise conversations and identify recurring issues raised by insurers
- Conducted interviews with existing enterprise customers in the same sector to understand compliance and operational hurdles in depth
- Collaborated with the Customer Success team to identify regional trends and client feedback related to workflow automation challenges
Only then did we move to account selection, and we were deliberate about it.
- Collaborated with Sales and Marketing to identify high-potential accounts using ICP criteria, industry insights, CXO interviews, and CS inputs
- Shortlisted 20 high-intent enterprise insurance accounts based on multiple signals including:
- CXOs of insurers publicly sharing challenges in industry interviews and forums
- Accounts recently engaging with high-intent pages on the client’s website such as claims automation, compliance automation, and AI-driven workflows
- Accounts Sales had recently interacted with at industry events
- Market news and regulatory updates directly impacting their operations
- Conducted deep account research on each shortlisted insurer to uncover specific regulatory and operational pain points
- Mapped full buying committees including decision-makers, champions, influencers, and blockers, and researched their individual challenges and goals
- Defined a clear value proposition and created 1:1 hyper-personalised messaging at both account and persona levels
The goal was to make every touchpoint feel like it was built for that account specifically, not adapted from a generic template.
- Developed a comprehensive ABM playbook that included:
- Value proposition tailored for the APAC insurance sector
- Persona-specific messaging and outreach sequences
- Content calendar aligned to buyer journey stages
- Preferred engagement channels for each persona
- Motion workflows ensuring Sales and Marketing alignment
- Tech stack integration and resource mapping
Execution and orchestration
With the strategy locked, we moved into execution, building content and running campaigns while staying close to what was actually working.
- Developed tailored content assets for each buyer stage and persona, including:
- Compliance checklists to address evolving regulatory needs
- Regional insights specific to Singapore, Malaysia, and Australia
- Guidebooks on overcoming document-heavy process challenges
- Case studies showcasing how insurers in the region solved similar issues
- Product videos demonstrating real-world solutions to those use cases
- Datasheets and battlecards differentiating the client from competitors
- Executed multi-channel campaigns across targeted email, LinkedIn DMs, account-based LinkedIn Ads, and webinars, mapped to buyer journey stages
- Monitored engagement behaviour across all channels and refined messaging in real time based on intent signals
- Implemented AI-driven account scoring to prioritise outreach and equip Sales with relevant context for follow-ups
As accounts moved further down the funnel, we stayed involved to protect the momentum.
- Developed customised post-demo content with Sales to address late-stage objections and maintain momentum
- Ran nurture campaigns to re-engage dormant or stalled accounts
The Result
Targeting 20 accounts with this level of rigour paid off. In under 5 months, the client went from no foothold in APAC insurance to a pipeline with serious enterprise weight behind it.
- 8 enterprise insurance accounts converted into qualified opportunities from a targeted list of 20
- $1.2M in enterprise pipeline generated
- 31% reduction in enterprise sales cycle
- 1.5x higher opportunity-to-meeting conversion rate
The shorter sales cycle and higher conversion rate were just as telling as the pipeline number, a sign that getting the right message to the right people early makes every stage that follows easier.
