Closed-lost accounts that had selected a competitor represented a valuable audience: they had already demonstrated a need for the solution, but traditional marketing wasn’t giving them a compelling reason to reconsider.
The opportunity was to create a more targeted way to re-engage high-value accounts, reach the right stakeholders within their buying committees, and use competitor-specific messaging to revive potential opportunities.
I developed an account-based strategy focused specifically on competitive displacement. Rather than relying on broad product messaging, I segmented target accounts and stakeholders and built the campaign around the challenges and opportunities associated with switching from the competitor.
The program was designed to create a repeatable competitive ABM framework that could be expanded across additional target accounts and competitors.
I led the campaign from audience strategy and positioning through activation and lead management, using bold, direct messaging that explicitly addressed the competitor and differentiated our solution.
The work included:
The campaign re-engaged 12% of dormant MQLs within the targeted accounts and generated an SQL within approximately one month of launch.
The results demonstrated the effectiveness of the competitive displacement strategy while creating a repeatable framework for expanding the program across additional accounts and competitors.
Re-Engaged Closed-Lost Accounts With ABM