Client Overview
Our client is a Singapore-based SaaS company providing 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 acquire new enterprise customers in the APAC BFS sector across Singapore, Malaysia, Hong Kong, and Australia. Previous cold outbound efforts had not worked – broad prospecting lists with no intent signals meant most accounts they approached were nowhere near a buying decision.
The challenge was not finding more accounts. It was finding the right ones, at the right time, with a clear signal they were ready to evaluate. Intent data alone was not enough either, because without a profile to anchor it to, the signals had no context.
What We Did
We built and executed a structured ABM motion over five months. The approach was anchored on a look-alike model — matching new target accounts against the firmographic, technographic, and behavioural profile of the client’s best existing enterprise customers, then layering intent signals on top to identify who was actively researching.
Building the strategy
- Analysed existing enterprise customers in the APAC BFS segment across CRM, marketing automation, and customer success systems to identify shared characteristics among best-performing accounts
- Built a look-alike model using company size, operational complexity, digital maturity, regulatory exposure, and regional presence to surface accounts that closely resembled the client’s best customers
- Combined the look-alike profile with intent data to shortlist enterprises showing early signals of research and evaluation
- Collaborated with Sales and Marketing to validate the shortlist against the ideal enterprise customer profile
- Shortlisted 15 look-alike enterprise accounts demonstrating both profile fit and active buying intent
- Conducted deep account research on each organisation to uncover operational, compliance, and transformation priorities
- Mapped full buying committees including decision-makers, champions, influencers, and blockers, and built 1:1 hyper-personalised messaging at both account and persona levels
- Developed a comprehensive ABM playbook covering value proposition for the APAC BFS segment, persona-specific outreach sequences, content calendar by buyer stage, channel preferences per persona, and Sales and Marketing alignment workflows
Execution and orchestration
With the strategy locked, we moved into execution building content and running campaigns while staying close to what was working.
- Developed tailored content assets per buyer stage including workflow automation playbooks, ROI guides, regional insights for Singapore, Malaysia, Hong Kong, and Australia, case studies from similar automation use cases, product videos, datasheets, and compliance checklists
- Executed multi-channel campaigns across targeted email, LinkedIn DMs, and account-based LinkedIn Ads mapped to buyer journey stages
- Monitored engagement 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 before every follow-up
- Developed post-demo content with Sales to handle late-stage objections and maintain momentum
- Ran 1:1 personalised nurture campaigns to re-engage stalled accounts and strengthen awareness across the buying committee
The Result
Fifteen carefully selected look-alike accounts delivered what broad outbound never could, a 60% conversion rate from targeted account to qualified opportunity.
- $1.08M in qualified enterprise pipeline created from 9 engaged enterprise opportunities
- 32% reduction in enterprise acquisition cost compared to broader outbound campaigns
- 23% reduction in sales cycle driven by better intent prioritisation and hyper-personalised engagement
When you match accounts to the profile of your best existing customers and layer buying intent on top, every stage of the funnel gets more efficient — from first touch to closed deal.
