B2B eCommerce: 18 Buyers from ABM List

Client Overview

A B2B eCommerce platform serving manufacturing and distribution companies needed to penetrate their target account list. They had identified 50 high-value accounts but struggled to get meaningful conversations with the right decision-makers.

Challenge

Difficulty reaching procurement and purchasing decision-makers
Low engagement from generic ABM outreach (3-5%)
Complex buying committees with multiple stakeholders
Need to demonstrate platform ROI quickly

Strategy & Approach

1. Account-Based Research

Deep-dived into each target account to understand their procurement processes, pain points, and key decision-makers in the buying committee.

2. Multi-Stakeholder Approach

Developed messaging for different roles: Procurement Managers, Operations Directors, and CFOs, each with role-specific value propositions.

3. Industry-Specific Messaging

Created industry-specific sequences for manufacturing vs. distribution companies, highlighting relevant use cases and ROI examples.

4. Pilot Program Strategy

Offered pilot programs and ROI guarantees to reduce risk and accelerate decision-making processes.

Results

18 Qualified Buyers

45% Conversion Rate

15 Avg. Days to First Meeting

$2.4M Pipeline Value

Lessons Learned

What Worked

Role-specific messaging: Procurement managers responded to cost savings, operations to efficiency gains, CFOs to ROI metrics
Industry customization: Manufacturing companies focused on supply chain optimization, distribution on inventory management
Pilot program approach: Reduced risk and accelerated decision-making by offering trial periods
Multi-stakeholder coordination: Engaging multiple decision-makers simultaneously increased deal velocity

Key Insights

B2B eCommerce buyers need clear ROI demonstrations
Industry-specific messaging drives higher engagement
Pilot programs reduce buying committee resistance
Multi-stakeholder approach accelerates sales cycles