One-to-one and one-to-few ABM that tripled LinkedIn connection rates

Infrastructure bought by a committee

Hypertec builds GPU and compute infrastructure and the engineering services around it. An infrastructure decision in its target accounts runs through a whole committee: technical leaders, the teams who run the platform, procurement and the programme managers who live with the result. A sales rep’s first connection request or call usually reaches people who have never heard of the company.

Company

Hypertec, AI and IT infrastructure

Motion

One-to-one and one-to-few ABM on LinkedIn

Accounts

Flight simulation, neoclouds, cloud security, VFX & animation

My role

Account selection and messaging with product marketing and sales; campaign execution

Warm the committee, then hand sales the signal

1. Selectsize · revenue · committee
2. →
3. Tier1:1 · 1:few
4. →
5. Advertiseby role, by account
6. →
7. Hand offvisits → LinkedIn → calls

I worked with the product marketing manager and the sales team on which accounts to target and what to say to each, then ran the campaign. Ads went to the buying committee by role, so by the time a rep sent a connection request or called, the people on the other end had already seen what Hypertec does for companies like theirs.

Reach decided the tier

• Tier 1 · one-to-one · 5 accountsFlight-simulation companies with 300+ employees on LinkedIn, enough to target a full committee. Each got creative named for it, such as FlightSafety International.
• Tier 2 · one-to-few · 20 accountsNeoclouds, cloud security and VFX & animation, chosen on company size, revenue range and buying committee. One message per segment.

Roles targeted in every account: CTO, VP Engineering, Head of Simulation, IT infrastructure, procurement and programme managers.

Open on the market’s pressure, close on proof

Every ad led with a challenge the reader faces in today’s IT-infrastructure market, then answered it. For the flight-simulation accounts, the answer added Hypertec’s engineering services and its experience serving top-tier aerospace companies.

One-to-one names the account. One-to-few names the problem: neoclouds were asked about GPU capacity when demand spikes, security platforms about keeping detections fast under AI load, and studios about power and rack limits.

Warmer outreach, and a new signal

Influenced accounts compared with accounts the ads didn’t reach.

Accounts that had seen the ads accepted sales’ LinkedIn connection requests at three times the rate of those that hadn’t, and picked up calls at twice the rate.

The campaign also gave sales a signal it didn’t have before: website visits from target accounts became identifiable, so reps could see which accounts were on the site and time their outreach to it.