The problem
Enterprise sales rarely involves one buyer. A platform selling into large organisations is really selling to three overlapping audiences at once: senior decision-makers who care about risk and ROI, functional buyers who care about how it fits their existing workflow, and end-user champions who have to live with the tool day to day.
Most ABM programmes solve this by writing three completely separate campaigns, which is expensive, slow, and often means the story falls apart the moment someone from one audience talks to someone from another. The brief here was to keep one coherent product story while making it land with genuine relevance for each of the three groups.
What I did
Worked as copy lead across multi-channel ABM programmes built around specific accounts, audiences and buying priorities, rather than a single generic campaign rolled out everywhere.
- Partnered closely with product and sales teams to identify ICP pain points and develop relevant vertical-specific messaging
- Turned that research into account narratives, role-based value propositions and conversion copy
- Wrote across every touchpoint in the programme: email, CRM, landing pages, paid media, social and content offers
- Connected every touchpoint through a clear, consistent core story, so the messaging never contradicted itself as a prospect moved between channels or spoke to colleagues
What changed
The ABM programmes delivered 2× their target. Just as importantly, the work didn't disappear after the campaign ended. It created messaging and campaign frameworks that could be reused across future initiatives, meaning the value of the initial work compounded rather than needing to be rebuilt from scratch every time a new campaign launched.
The role-based value proposition structure in particular became a template the wider marketing team kept coming back to for other account-based work, because it solved a problem most ABM programmes never quite crack: sounding relevant to three different people without sounding like three different companies.