A Seattle martech SaaS hitting a ceiling on mid-market deals
A Seattle-based marketing automation SaaS platform serving B2B and ecommerce brands, founded in 2018, with $11 million in ARR at the start of the engagement. The company had grown reliably on inbound from mid-market customers paying $1,500 to $4,000 monthly, but enterprise pipeline had stalled at $1.2 million for 3 consecutive quarters. The board wanted enterprise growth to anchor the next funding round, and the existing sales motion was not generating enterprise conversations at the volume needed.
Why enterprise buyers were not finding them
Three gaps blocked enterprise traction. First, the website and content were oriented entirely toward self-serve mid-market buyers, with no enterprise-specific pages, no procurement-ready collateral, and no security or compliance documentation. Second, the brand had no account based marketing infrastructure, so the team was reactively responding to inbound leads rather than systematically targeting the 240 named enterprise accounts on their wish list. Third, the product had integration gaps with Salesforce, HubSpot Enterprise, and major CDPs that enterprise buyers expected as table stakes.
What we built across ABM, content, and integrations
We launched an account based marketing program targeting the 240 named accounts across 9 industry verticals. Each account received a custom landing page personalized to the company name and industry, paired with a 6-touch outbound sequence combining LinkedIn ads, direct mail, and 1-to-1 founder outreach. We published 32 enterprise-focused content pieces covering martech architecture, multi-brand orchestration, compliance frameworks, and procurement guides. We rebuilt the website to add a dedicated enterprise section with security pages, SOC 2 documentation, customer references, and case study downloads gated behind enterprise-tier qualification. On the software side, our engineering team built native integrations with Salesforce, HubSpot Enterprise, Segment, and a customer data platform that the largest target account specifically required. The integrations turned a 7-figure deal that had been stuck in evaluation for 11 months into a signed contract during month 9 of the engagement.
Fourteen-month results across pipeline, ACV, and integrations
By month 14, enterprise pipeline grew from $1.2 million to $14 million. Enterprise closed-won revenue grew from 4 deals at $89K average annual contract value to 31 deals at $214K average annual contract value. Total ARR moved from $11 million to $19.4 million, with enterprise driving the majority of net new ARR. The custom integrations built during the engagement unlocked 11 deals that previously could not progress through procurement. Account based marketing showed a 38% engagement rate across the 240 named accounts, with 87 accounts reaching the demo stage. LinkedIn campaign cost per qualified lead dropped from $1,400 to $290 because the enterprise-specific creative significantly outperformed the previous generic positioning.
How the company restructured around enterprise
The company restructured the go-to-market organization during month 11, splitting sales into mid-market and enterprise teams with dedicated leadership. They hired a head of enterprise marketing reporting to the new CMO, plus 3 enterprise account executives funded by the new pipeline. The company closed a Series C round during month 16 with enterprise growth as the central thesis.