ABM Marketing: $1.2M Pipeline in 53 Days

The Revenue Institute was looking to grow from a brand rooted in the branding of the CEO and referral-driven, to a company that could "drink its own Kool-Aid". As a revenue operations firm that implements growth technology stacks for a living, the Revenue Institute challenged itself to remove branding from the equation and conduct an ABM strategy that generates $1M+ in pipeline in less than 90 days.

The firm had historically been built upon the branding of Stephen, the CEO, who had been in Bloomberg, Business Insider, etc. The problem is this wasn't scalable, and while it built a 15-person company, the Revenue Institute had far higher targets for it's own growth trajectory.

Revenue Institute started up by leveraging intent data to pick companies that would be worth hyper-focusing on. From there, these target accounts were put on outbound email and LinkedIn sequences, while also being placed on custom audiences via Meta ads. When a visitor came to the company website, Revenue Institute was able to de-anonymize the traffic and call the specific contacts at intent-driven companies engaging with digital assets. This turned into easier sales calls, better email responses, and a flood of opportunities.

Without any account planning of upselling involved, the Revenue Institute was able to grow it's pipeline by $1.2M using this strategy in about 40% less time than desired.

In addition to the pipeline generated, $250,000 in ARR was added to the company's top line. The account plans for these closed accounts show another opportunity value of $2.4M.

The company was able to show enough revenue growth to its first round of investors in an angel round, which will be used to further develop the Revenue Institute's products.