TL;DR:
A cold list that had stopped replying, turned into $1.8M in pipeline
Eighty-nine enterprise accounts in a market drowning in identical “cut your cloud bill” pitches, all of them tuned out. We named the trap everyone else dodged, the contracts and penalties keeping them stuck, and went straight to the people who felt it. 84% engaged, meetings at 159% of target, $1.8M in pipeline.
75 of 89 named accounts engaged (84%)
27 discovery meetings, 159% of target
3 net-new opportunities
$1.8M pipeline from one campaign
Challenges
The client had a good offer: a cloud migration that actually brought costs back under control. The catch was that everyone else was selling the same thing.
The market was wall-to-wall with cost-saving pitches, and the accounts they wanted had stopped listening to all of them. The job wasn’t convincing anyone the problem was real. The real problem was getting heard at all.
We needed net-new enterprise pipeline across finance, insurance and healthcare, organisations in the 200 to 2,000 seat range. Broad demand gen was never going to do it. At this deal size, in this much noise, volume tactics just make more noise.
Everyone sounded the same
Dozens of vendors, one identical promise: we’ll cut your cloud bill. A good message from the client still had to fight through all of that to reach the right person.
Stuck, and not happy about it
The accounts knew their cloud costs were a mess. They felt the lack of control. But getting out was its own nightmare: contract lock-ins, ugly terms, exit penalties that made staying put the path of least resistance. They didn’t need to be told there was a problem. They needed someone who could get them free of it.
Accounts that don’t pick up the phone
Entrenched providers. Long contracts. No track record of replying to cold outreach. Landing one real conversation was the whole game.
Our Approach
This is where our services earn their keep. The Plan works out who to chase and why. The Pursuit goes and chases them. Same team builds the strategy and runs it, so nothing falls through the gap in between.
1.
Account selection, prioritisation and tiering
We sat down with the client and defined what a genuinely good-fit account looked like, then built the list from there. No wishlist pulled out of a database. Every account scored and tiered by fit, revenue potential, and signs they might be ready to move.
2.
Buying committee mapping
For each account we mapped the target buying committee. Up to four decision-makers, plus the people who sway the conversations internally. Nobody signs off a cloud migration on their own, so we planned to reach the whole group, not one inbox.
3.
Messaging attacking the crux of the issue
We led with the problem the market already felt, cloud costs spiralling out of control, but hit the angle the competition kept skipping: the trap. The contracts. The penalties. The cost of being stuck. That’s what gave the client a way to sound different in a sea of identical pitches.
4.
Tiered, multi-channel activation
We put the most effort where it could pay off. Top-tier accounts got the personal treatment: outreach written just for them, senior people in the room, a physical mailer on the desk. Smaller tiers got the same thinking with a lighter touch, the extras tapering off as the tier did. That kept the whole thing affordable to run.
5.
Account-specific personalisation
Every account had its own landing page with its logo on it, backed by a content that highlighted just how well we understood the problem, with a run of warm-up and activation ads. So when someone finally clicked, everything they saw already spoke to their situation, building on what they’d been seeing everywhere for weeks.
6.
Persona-led outreach, optimised live
We warmed accounts up on LinkedIn, then opened real conversations across email, phone, LinkedIn and SMS. We prioritised IT leaders, closest to the cost problem and the ones who’ll actually talk, unlike the C-suite who tend to stall at this stage. And we ran it live: rewriting call scripts as we learned what landed, leaning into the channels that converted, and holding a weekly war room with the client’s sales team to ensure the meetings we booked actually got held.
The Results
We named the part of the problem everyone else dodged, and went straight to the people who feel it. A cold list turned into real pipeline.
Engagement was the early tell, and it ran well ahead of plan. Most named accounts engaged, and more than half went deep, with multiple touches across the buying committee rather than a single opened email. Meetings landed at 159% of target.
And the campaign opened genuine opportunities in accounts that had never dealt with the client before. Cold to converted, in one program.
+84%
of named accounts actively engaged
+27
meetings booked (159% of target)
+3 opps
net-new opportunities for the business
+$1.8M
in pipeline generated from one campaign
A leading enterprise IT services and cloud provider, helping organisations move to hybrid cloud and regain control of escalating cloud costs.
Industry:
IT Managed Services
Target Accounts:
Finance, insurance and healthcare
200 to 2,000+ seats
