In Q4 FY2026, Pendo's enterprise sales team was sitting on five high-value accounts that had been in the install base for 12 to 24 months with strong product adoption but limited expansion motion. Leadership identified these accounts as top expansion targets for the fiscal year. My mandate was clear: build a 1:1 ABM program that would create air cover for our AEs, generate new expansion pipeline, and help sales get into conversations they couldn't get into on their own.
Get Pendo's story in front of buying committee members before the AE ever reaches out.
Turn high-intent accounts into active opportunities with a measurable revenue outcome.
Use marketing to access stakeholders sales couldn't reach through outreach alone.
Every account was an existing customer. Selected on three criteria: high adoption, clear expansion whitespace, and elevated 6sense intent.
Make the AE the smartest person in the room. Get marketing upstream of the sales conversation.
Every tactic mapped to a phase. Every channel chosen to advance the account, not fill a calendar.
Backbone of the program. Used for account selection, intent monitoring throughout the campaign, and triggering SDR sequences when accounts hit tier-one intent.
Personalized landing pages per account, leading with industry context, a relevant customer story, and a tailored CTA tied to each account's expansion use case.
Company-targeted campaigns running account-specific creative. Progressed from thought leadership to product and ROI creative as accounts advanced.
Triggered at two moments: initial outreach (low-cost, high-personalization opener) and post-meeting (premium gift after first discovery).
Custom sequences per account, briefed by marketing, referencing the microsite and content each contact engaged with. SDRs joined weekly account reviews.
Invite-only virtual roundtable for senior product and digital leaders across the five accounts. Used as a pipeline accelerator and relationship builder.
3 of 5 accounts generated pipeline. 1 closed. Here's what it drove.
$725,000 expansion ARR. Expanded from one product line into the digital banking team. Campaign created the initial multi-stakeholder engagement that the AE converted into discovery and ultimately a closed deal.
$640,000 in active pipeline. Microsite engagement from three contacts outside the known champion triggered an SDR sequence that opened a new buying committee conversation.
$580,000 in active pipeline. Warm CS intro combined with targeted LinkedIn and Sendoso sequencing opened two new stakeholder relationships in adjacent teams. Opportunity created in week 9.
Cisco and Palo Alto Networks: strong engagement, no opportunity in window. Both remain active 6sense tier-one accounts.
What worked, what I'd do differently, and what I'm carrying into the next program.
A defined account set. A complex buying committee. A need to get marketing upstream of the sales conversation rather than downstream of it. I've built this program. I know what it takes to run it at scale across 150 strategic accounts without losing the personalization that makes it work.
I've built this motion and know how to run it across a focused account set without sacrificing personalization.
I've owned a number, built programs to hit it, and know how to diagnose and course-correct mid-flight.
6sense, Mutiny, and AI-assisted personalization are already how I work. I'd bring that into the Atlassian stack from day one.