A world-leading technology vendor faced a critical bottleneck in their EMEA expansion. Their account-based marketing (ABM) list – previously built from a combination of internal efforts and other suppliers – was now entirely exhausted, leaving their partner recruitment strategy with no new targets and stagnant growth.
They partnered with Perfect Pitch to fundamentally reinvent their approach, breathing new life into their pipeline and building a scalable model for future partner acquisition. Read on to find out exactly how they were able to achieve brilliant results in this compelling case study.
Overview
After traditional ABM efforts saturated the primary target account list, this global vendor faced a common challenge: how to continue growing its MSP partner base across EMEA without starting from scratch. Perfect Pitch implemented a dual-phase strategy, first executing a targeted ABM campaign, then pioneering a “Phoenix Program” to resurrect and enhance four years of past engagement data. The result was a revitalized pipeline, measurable ROI, and a blueprint for sustainable growth.
- 1,638 MQLS
- 162 SQLS
- 25 Meetings
Objectives
- Expand Partner Network Across EMEA: Recruit new MSP partners and increase market penetration beyond the initial ABM list.
- Drive Qualified Lead Generation: Deliver high-quality MQLs, SQLs, and booked meetings aligned with the ideal customer profile (ICP).
- Maximize Past Investment: Unlock the latent potential within previously engaged but dormant leads from past campaigns, events, and webinars.
- Ensure Data Relevance and Compliance: Enhance and update old data while maintaining strict GDPR compliance.
- Enhance Brand Visibility in a Crowded Market: To stand out as a well-established vendor despite operating in a competitive partner ecosystem.
Market Research and Analysis
Comprehensive analysis of markets to identify target partners and understand competitive landscape.
Strategy Development
Development of targeted recruitment strategy with clear ICP definition and messaging framework.
The Solution
Phase 1: Precision Analysis of Target Accounts (ABM List)
We began with a foundational assessment, discovering that the target accounts had become static entries in the CRM, receiving no meaningful engagement. To create a powerful new pipeline, we executed a rigorous three-pillar process:
- Data Integrity Audit: We systematically verified the accuracy and activity status of the dormant contacts.
- Stakeholder Expansion Mapping: We conducted deep research to identify and profile new, influential contacts within the same accounts.
- Priority-Based List Regeneration: We synthesized this intelligence to construct a new, actionable ABM list, directly tied to the client’s core growth objectives.
Phase 2: The Phoenix Program
With Phase 1 complete, we were ready to engage with this ABM from a new angle.
- Data Resurrection & Re-targeting: Reinvigorated and re-targeted four years of past MQLs, SQLs, event attendees, and webinar registrants.
- Multi-Channel Nurture Engine: Re-engagement via a tailored mix of telemarketing (TM), email (EDM), and content syndication.
- Tech-Enabled Optimization: AI lead scoring and Power BI dashboards provided clear performance insights, while A/B tested messaging optimized engagement.
- GDPR-Compliant Process: All data was rigorously checked for compliance and relevance, solving the industry-wide challenge of B2B data decaying at ~20% per annum.
Conclusion
Perfect Pitch’s innovative approach transformed a struggling ABM program into a sustained growth engine.
By combining precision targeting for new acquisition with a tech-enabled strategy to resurrect dormant leads, the vendor achieved remarkable ROI. The program’s success not only solved the immediate challenge of a tired target list but also laid the groundwork for wider regional expansion and led to a rebooking for the full financial year.
“Always a pleasure to work with John, Steph and the Perfect Pitch Team. Their consultative approach and pre-campaign preparation ensured our message was spot on, with consistent results across the regions and fine tuning as and where necessary. Highly recommended and we are already onto the next campaign!”
– Marketing Director, Global Technology Vendor
