Piloting ABM to Reach New Decision Makers

We partnered with the Healthcare Division of J.P. Morgan Payments (JPMP) to develop an ABM pilot campaign designed to raise awareness of the international bank’s payments solutions and gain greater sales influence among technical buying centers.

• ABM consulting: identify target account and contacts, create tailored messaging and content, map customer journey

• Supported by distribution guide detailing LinkedIn ads, Marketo email series and flows, and lead scoring frameworks

After conducting proprietary research, the JPMP team found that 43% of payments decisions are heavily influenced outside of the traditional buying centers like treasury, payments, and finance. Namely, other departments like engineering, technology, digital strategy, and e-commerce play an important role in vetting potential payments vendors and their solution capabilities. 

Although J.P. Morgan has strong brand recognition as a commercial banking partner, the JPMP marketing team found that there’s a general lack of awareness of J.P. Morgan as a payments partner, especially among technical buying centers. This lack of awareness created challenges for the sales teams to identify the right contacts and the right narrative to pitch JPMP solutions.

As the buying centers at target accounts evolved, we evolved the marketing strategy, shifting from a one-to-many message tailored for the treasury audience to a one-to-few message customized to resonate with a variety of audiences.

At the outset of our work, we dove deep into a discovery process with both sales and marketing teams within JPMP’s Healthcare Division to align on priority target accounts, identify the primary contacts within those accounts, and understand the emerging sales opportunities to guide our messaging and marketing efforts. 

With our target accounts and contacts identified, we developed a campaign strategy for a suite of tailored creative assets including campaign narrative themes, customized key messaging matrices, thought leadership white paper topics, landing pages, LinkedIn ads, and an email marketing drip campaign with derivative infographics and solution highlights. 

In parallel, we created a distribution guide that included a comprehensive campaign journey, paid media plan focused on LinkedIn ads, Marketo email series and flows, and a measurement approach consisting of a lead scoring framework and MQL briefs to equip the sales team for one-to-one follow-up opportunities.

After a three-month pilot campaign, we reported a 300% lift in generated leads.