The Chronological Journey
Narrative & Brand Pivot
You cannot charge enterprise prices with a self-serve SaaS narrative. We started the engagement by completely overhauling the brand’s positioning—shifting them intentionally from a low-ticket SaaS grind to premium enterprise software.
- Voice of Customer & Content Creation: We didn’t guess the messaging. We conducted rigorous Voice of Customer research—mining customer interviews, recorded sales calls, and support tickets—to extract the exact pain points and operational language from their best accounts. We used this raw data to create the foundational content map that fueled the entire 18-month engagement.
- The Narrative Uplift: We elevated their messaging from low-level feature pitches to macro industry trends, establishing core, high-level themes (e.g., “Thrive or Die,” “10x Member Engagement”) that fundamentally repositioned the company in the minds of buyers.
- The Digital Transformation: The old website was a feature-led brochure with generic copy, broken SEO, and no clear “golden motion” for securing demo requests. We scrapped it and rebuilt the digital presence from the ground up, adding seamless lead capture throughout the site and transforming it into a high-end educational resource center and a precision demo engine designed exclusively for enterprise executives.
Account-Based Marketing (ABM) Architecture
Before launching campaigns, we needed a map. We ran a rigorous market sizing exercise to establish their true Total Addressable Market (TAM), pivoting the company’s focus to highly lucrative, upscale accounts.
- Data & Targeting: Scored and segmented the market, building pristine target account lists populated with clean, usable data for the sales team.
- Verticalized Messaging: Crafted clear, customized messaging tailored for distinct verticals. We used Trade Associations as the primary anchor, supported by sub-targets like Non-Profits and Corporate Alumni.
- GTM Alignment: This rigorous ABM exercise drove total alignment between departments, provided baseline benchmarks for sales, and added absolute clarity to targeted outbound campaigns.
Operationalizing Revenue
Ideas don’t close large accounts; systems do. We mapped the existing lead flow to see exactly what the sales team needed to effectively nurture deals through a complex enterprise cycle.
- The CRM Integration: Their existing Salesforce instance was broken. We fixed the architecture and integrated it seamlessly with HubSpot to ensure flawless data handoffs.
- Total “Air Cover” Tracking: We didn’t just measure simple email opens. We built systems to track total “air cover” per target account—including ads, emails, and website visits—proving to sales that we were staying front-and-center with champions on our target account list.
- Executive Dashboards: We built dedicated executive dashboards so leadership could access live pipeline metrics and marketing/sales activity at any time from a simple link on their personal mobile devices.
Campaign Creation & the Organic Engine
With the operational foundation secured, we put Mobilize on the map as the go-to community specialist. We launched a massive inbound lead generation motion anchored by our “10x Member Engagement” e-book.
- The Organic Hustle: We didn’t just gate the e-book; we physically hustled to get association publishers and editors to distribute the thought leadership via their own massive organic channels.
- Multivariate Advertising: We turned that “10x” e-book messaging into highly-targeted LinkedIn ads directed straight at our ABM target account list.
- Revenue Attribution: Utilizing a specialized multivariate testing tool to optimize messaging for downloads, we tracked every single click, mapping ad spend definitively to closed-won results.
The Content Arsenal
01 / 04
Measure Your Community Analytics Ad — Multivariate LinkedIn ad testing messaging for enterprise account downloads.
Zero Code Community Customer Win — Proof story transformed into high-velocity bottom-of-funnel collateral.
How Associations will Thrive or Die — Executive co-branded webinar series asset targeting trade associations.
How Associations will Thrive or Die — Social and email banner variant driving enterprise registrations.
The Handoff & The Outcome
The $2.4 Million in pipeline generated by this system elevated Mobilize’s market position entirely, directly contributing to their successful acquisition by Forj in May 2023.
- The CMO Handoff: We facilitated a smooth, operational handoff to their newly hired CMO to ensure the pipeline engine kept running.
- Prolonged Retention: The infrastructure we built was so deeply ingrained and valuable that RunYourGTM was officially retained by leadership for an additional 6 months post-hire to ensure our systems and velocity remained intact.