Transforming an enterprise sales approach

When 85% of the Commonwealth government uses their technology to improve the way their HR teams hire, onboard and evaluate performance, Acendre knew if they could get in the room, they could make the sale. But with their sales teams finding it harder to make that initial contact through cold calling or standard advertising, Acendre wanted an avenue for sales to continually engage with Government and Education prospects, allowing relationships to build and sales opportunities to be found.


12 week campaign
41 targeted accounts reached
$800,000 in opportunity uncovered
16x potential ROI


With buying teams are getting bigger, winning deals means working on the whole account at one time. This meant uniting sales and marketing through a highly relevant, multi-channel, account-based marketing campaign.

Idea: The freedom to transform

We wanted our creative to get at the heart of what Acendre offers; a chance for HR managers who are under pressure to transform to free themselves from the day-to-day transactional work that hold them back, so they can contribute more to the strategic direction of their organisation and grow themselves as leaders. Enter The Practical Guide to HR Transformation.

Personalisation that connects

Deep research at the account and individual level allowed us to build a profile for each prospect. These insights allowed sequenced sales email templates and phone calls to be highly personalised and targeted by each sales rep, with 11 touchpoints during the first three weeks alone. Partnering with the sales team through weekly WIPs allowed us to continually optimise the campaign to be optimised and find the best approach to convert each lead.

Engagement by adding value

The sales outreach was supported with a wide array of assets, including a physical DM a whitepaper, an interactive quiz and case studies, showing how Acendre could add value with every contact.

Nurturing that aids conversion

The direct sales campaign was supported with banner ads, social media posts and more, all centred around engaging, and informing potential technology buyers and ensuring the Acendre brand stayed top of mind.

What we did for Acendre

Strategy and research, Account based marketing, Content marketing, Digital advertising, Web design, Social media

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