17.5x ROI from a joint ABM program

Client:
Global HR software vendor
Leading CRM platform

Solution:
Partner Account Based Marketing

Outcomes:
17.5x ROI
$1.89m pipeline
34 SQLs

The challenge

A global HR software vendor had a strong strategic alliance with a leading CRM platform. Both companies wanted to target the CRM's existing user base with a joint message, for the HR vendor, the objective was additional revenue and new clients. For the CRM partner, it was reducing customer churn and extending their solution further into customer back office operations.

Target companies in the UK and US were profiled based on target account fit. The objective was clear: drive sales qualified leads that both companies could act on together in a joint sales process.

Sherpa's Approach

Sherpa began with data. Intelligence was built out to identify key decision makers and influencers within the target account list, covering dual personas across HR and IT functions.

Existing content was audited. Sherpa then crafted bespoke, vertically aligned collateral and messaging to demonstrate the true benefits of the partnership, not generic co-brand assets, but material that made the joint value proposition tangible for each audience. Campaign collateral was built to complement both partners' content calendars and create awareness across both persona sets simultaneously.

Partner ABM was managed end-to-end by Sherpa, with well-qualified leads delivered directly to the joint sales team. Nurture Support ensured that engagement with the target audience was maintained throughout the sales cycle, keeping the pipeline moving.

Within the campaign, 34 SQLs were generated and $1.89m of sales pipeline created, with a 17.5x ROI on campaign investment.

Outcomes

$1.89m sales pipeline generated. 34 SQLs delivered to the joint sales team. 17.5x ROI. A program that proved an ABM model can be applied across a strategic alliance to drive meaningful, joint revenue — in two markets simultaneously.