Situation.
The business needed to move upmarket, but paid digital spend was not aligned with target-account value. At the same time, a new PAM solution needed an efficient route into the installed customer base.
Action.
I owned demand generation strategy and budget for assigned product groups, rebuilt the program around ABM, and concentrated paid spend on accounts with higher target ACV. For the PAM launch, I chose a focused campaign to the installed base instead of a broad new-logo push.
Result.
The new approach cut CAC by more than 20% in one quarter. The PAM soft launch reached 1.73M potential billable endpoints and generated $675K in bookings in six weeks.
- $675K
- Bookings in six weeks
- 20%+
- Reduction in customer acquisition cost
- 1.73M
- Potential billable endpoints reached