One campaign, made for every member of a 186-inn collection

A collection, an annual meeting, and a sponsor table

The buyer is a hotel collection: 186 independent inns that meet once a year. The seller, a revenue-management company (shown in the demo as the fictional Quillrate), had a sponsor table at that meeting and one shot at turning it into pricing conversations with as many owners as possible.

Accounts

186 member inns, each owner a decision-maker

Motion

Event-anchored ABM, one-to-many personalisation

Moment

The collection’s annual members’ meeting

Ask

15 minutes at the table, then a rate review

My role

GTM engineering and marketing

Status

Campaign in progress

A generic pitch to owners who already think they’re doing fine

Inn owners hear from vendors all the time, and most of these inns are already rated highly. A deck about “revenue optimisation” would get a polite nod. To earn the conversation, each owner had to see something true and specific about their own inn they didn’t know yet.

“Why would I change my rates? Guests love us.”

The thing they had in common wasn’t in the pitch

In an account-based campaign the work starts with the cohort: the use case these accounts share and the outcome they want. For this collection the common thread was clear: high standards and a strong reputation. The product’s current messaging didn’t speak to either.

Reading the reviews across every member showed how to connect the two. Guests already rate these independent inns as worth the stay; value is the one topic where comments turn mixed. Whether a rate feels fair is a perception, and it’s formed before the guest books. On peak nights, members also raise their rates less than their neighbours do.

Your reputation has already earned the premium. The question is whether guests can see it before they book, and whether your peak-night rates claim it.

That reframed the pitch from “optimise your revenue” to “price like the inn your guests already say you are”, and every touchpoint after that was built to prove it with the inn’s own numbers.

Measure every member the same way, then personalise from one ledger

Every inn was measured on three things that add up to the campaign’s argument: reputation + visibility = pricing power.

1. Collectgoogle · tripadvisor · booking
2. →
3. Ask AI470 questions × 2 engines
4. →
5. Ledgerfigure · base · wording
6. →
7. Mergeweb · print · email

• Reputation: Google listings and 24 months of reviews; Tripadvisor town rank, rating and replies; Booking.com scores.
• AI visibility: 940 answers from ChatGPT and Perplexity to the 470 questions guests actually ask when choosing where to stay.
• Pricing power: Booking.com prices for each member and 1,300+ independent stays within 10–15 km, on the same three nights.
• One fact ledger: every figure that reaches a page, a trifold or an email is stored once, with its base, method and wording, and checked against the source before it ships.

The ledger was the key decision. Six channels personalised for 186 accounts is over a thousand pieces; without one source of truth, the numbers drift and one wrong figure in front of an owner ends the conversation.

Six touchpoints, one story

• Public indexA microsite telling the collection’s story with its own data. Owners search for their inn and see their standout claim.
• Private scorecardsAn unguessable link per inn: reputation, pricing and visibility against the collection and local peers.
• Table screenA 1920×1080 touchscreen for the sponsor table. Next moves unlock after the conversation.
• Personalised trifoldA letter-size print piece for every member, delivered as print-ready vector files.
• Seven emailsMerged from the same ledger; private links go only to the inn they belong to.
• Printed playbookA post-event guide with a prompt pack for owners to test their own AI visibility.

Two emails to the table, one at it, four after

Every send carries one number from the inn’s own scorecard, not a feature. Email 5 opens with the inn’s December weeknight rate against comparable stays nearby, then asks for 15 minutes.

Read email 5 →