Building a $2.4M qualified pipeline for a logistics SaaS with ABM
Named-account marketing for a 40-person SaaS: a 300-account universe, buying-committee content per role, and sales-marketing orchestration that took outbound reply rates from 1% to 9%.
Falcon sold to freight operators with 5–7 person buying committees and 6-month cycles. Generic demand-gen produced MQLs sales ignored. The board wanted pipeline it could audit — sourced, staged and dollar-valued — not marketing vanity metrics.
- 01
Defined a 300-account ICP universe in three tiers with intent monitoring; every activity reports against this named list.
- 02
Role-specific content per committee seat — ops director ROI models, CFO cost benchmarks, IT integration one-pagers.
- 03
LinkedIn thought-leadership engine for the founders (2 posts/week, ghostwritten from interviews) generating warm inbound from tier-1 accounts.
- 04
Orchestrated plays: when an account hits an engagement threshold, SDR outreach triggers within 24h with full context.