30% More Marketing-Influenced Deals with ABM

Launched an ABM operating model that lifted attributed revenue by 50% in 6 months while cutting marketing costs by 25%.

“Marketing activities now have a clear ROI for our board. It was impossible to calculate this ROI before. Right now, ABM is a really key part of our marketing strategy. Everything is being calculated from the ABM perspective. Thank you MAN Digital.”

Sebastian Kaizer

ex-CMO, Divante

+50%

attributed revenue

+30%

marketing-sourced deals

−25%

marketing costs

Situation

Divante; Global eCommerce software house (Wrocław) with 600+ clients and Deloitte Fast 50 CE 2020. As enterprise sales grew, the team needed marketing focused on target accounts from retail and fashion.

Problem

Traditional lead gen (SEO, broad content, outreach) didn’t fit a named-account motion. Lack of a company-wide ABM strategy, framework, and process.

Solution

We established a repeatable ABM operating model and aligned teams around clear lead flows and SLAs. We focused on account activation through segment-specific content, paid ad campaigns and personalised outreach.

Benefit

+50% attributed revenue, +30% growth in marketing-influenced deals, −25% costs via process optimization and tighter targeting.

The Situation

Divante is a global eCommerce solutions provider headquartered in Poland with 350+ employees and 600+ clients globally (clients include Bosch, SAP, Marc O’Polo, Staples) and recognition in Deloitte Technology Fast 50 Central Europe 2020. As sales activity grew in enterprise segments, the team needed marketing that focused on a Target Account List (TAL), especially across retail and fashion eCommerce.

The Problem

1) The marketing motion was rooted in traditional lead generation (SEO, broad content, outreach) and wasn’t built for named-account focus.

2) Divante knew ABM conceptually, but lacked a company-level strategy, framework, and process to execute it consistently.

3) ROI attribution was unclear—marketing influence at the account level wasn’t visible to leadership.

Our Solution

1) The operating process & framework

Established a repeatable ABM process that everyone follows (ABM as day-to-day, not a one-off campaign).

Outlined lead-flow processes, SLAs, and guidelines with the CSO so no leads are missed; set cadences from MQL → SQL.

2) Precision in targeting & messaging

Mapped ICPs to industry imperatives and specific account needs to craft laser-focused value propositions and personalized messages per account/persona.

Segment-specific content plan redesigned to speak to ICP interests throughout the journey.

3) Activation across ads, content, and outreach

Shifted ads to target the TAL.

Content team produced new materials useful for the TAL.

Ran hyper-personalized outreach (email + LinkedIn).

Required ABM training for every new marketer to standardize execution.

4) Cross-functional alignment

Worked with the Marketing Director, Strategy & Innovation Director, and Sales Director to combine ABM strategy with a practical sales & marketing framework so campaigns don’t start from scratch.