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About

A national B2B services organization partnered with HIVE Strategy to rebuild its demand engine after a challenging year marked by inconsistent lead quality, misaligned targeting, and limited visibility into marketing’s true impact on revenue.

The goal was not to “generate more leads,” but to create a disciplined, account-based system that supported sales, reduced noise, and contributed meaningfully to pipeline and revenue outcomes.

tools used

The Challenge

The organization entered the year with several compounding challenges:

Lead volume existed, but quality was inconsistent
Target accounts were defined loosely, resulting in irrelevant inbound activity
Marketing and sales were misaligned on what qualified pipeline actually meant
Existing sequences and campaigns lacked personalization and testing rigor
Leadership needed transparent reporting tied to real business outcomes—not vanity metrics

The ask was clear:Build a system that prioritized the right accounts, supported sales execution, and delivered measurable impact.

The Approach

HIVE Strategy implemented a multi-layered, account-based growth strategy designed to improve precision, relevance, and alignment.

1. ICP & Targeting Refinement

Rebuilt ideal customer profiles around multi-location, high-value organizations
Narrowed targeting to eliminate low-value and irrelevant leads
Improved list hygiene and segmentation across paid and outbound channels

2. ABM-Driven Campaigns

Developed insight-led ABM campaigns focused on operational excellence and food safety leadership
Launched targeted paid media, sequence-based outreach, and unassigned account nurturing
Prioritized engagement signals over form fills

3. Sales Alignment & Enablement

Aligned marketing qualification criteria with sales leadership
Improved handoff workflows and reporting visibility
Supported NAE and sales sequences with persona-relevant messaging

4. Testing, Optimization & Reporting

Introduced structured testing across subject lines, content, and CTAs
Optimized sequences based on engagement behavior
Enhanced dashboards to improve clarity around account activity, pipeline motion, and influence

The Results

$3,091,070

Influenced closed-won revenue

18.84x

Fully loaded return on marketing investment

Higher Engagement

Across priority accounts

This engagement succeeded because it focused on fundamentals that many teams skip:

Discipline over volume
Precision over scale
Alignment over activity
Transparency over inflated attribution

By grounding the strategy in sales realities and operational priorities, marketing became a revenue-supporting function—not a disconnected channel.

When marketing is accountable to qualified pipeline—and aligned with sales on what “good” actually means—the compounding impact is significant.This engagement demonstrates what’s possible when ABM discipline, clean data, and collaborative execution replace broad, unfocused demand tactics.