HypertecABM campaign · walkthrough ← Case study

One-to-one and one-to-few · LinkedIn

Twenty-five accounts, one infrastructure story told four ways

A campaign for an AI-infrastructure provider: five flight-simulation accounts got ads made for them by name, and twenty more got ads made for their segment. The ads warmed each buying committee before sales reached out.

5tier 1 accounts, one-to-one
20tier 2 accounts, one-to-few
6buying-committee roles targeted
3×LinkedIn connection rate on influenced accounts
2×call connect rate on influenced accounts

Which accounts, and how much personalisation each one earns

Account selection was done with the product marketing manager and the sales team. Account size decided the tier; the tier decided how specific the creative got.

Tier 1 · one-to-one

Flight-simulation leaders

5accounts
Qualifier
300+ employees on LinkedIn: a buying committee large enough to target by role
Creative
Named for the account (“For the FlightSafety simulation team”)
Message
Their simulation programme’s infrastructure needs, plus engineering services proven with top-tier aerospace companies
  • FlightSafety International
  • + 4 more flight-simulation accounts
Tier 2 · one-to-few

Three AI-infrastructure segments

20accounts
Qualifiers
Company size, revenue range, and a reachable buying committee
Creative
One message per segment, led by that segment’s infrastructure problem
Message
Current pressure in the IT-infrastructure market, answered with the matching platform
  • Neoclouds
  • Cloud Security
  • VFX & Animation

The buying committee, in every account

Ads were targeted by role, so the people who shape an infrastructure decision all saw the same story before the first call.

  • CTO
  • VP Engineering
  • Head of Simulation
  • IT infrastructure
  • Procurement
  • Program managers
  1. Start from the ICPIndustries where GPU and compute capacity decide what the business can ship.
  2. Filter with salesSize, revenue range and buying committee, reviewed with the sales team.
  3. Tier by reach300+ employees on LinkedIn meant one-to-one; the rest grouped by segment.
  4. Assign the messageWith the product marketing manager: one story per account or segment.