Case study · Portrait · Genesys
Six regions, account lists, and three times the meetings
Genesys’s EMEA digital team had an open seat, more than twelve tools and a growing backlog. We cleared the backlog first, then rebuilt its ABM on LinkedIn, region by region.
Contact center and customer experience software · EMEA digital team
Where it started
A stretched team, before anything new could launch
An open seat, more than twelve internal tools, requests from the regions piling up. The backlog had to go first. Then the ABM could be rebuilt.
Genesys sells contact center software to large companies. Sales cycles are long, and every deal brings in several decision-makers: customer experience, IT, procurement.
MyDigipal worked with the EMEA digital team as its marketing partner. Requests came in as tickets; we handled them inside the team’s own workflow, with shared time tracking, while the new campaigns were being prepared.
ABM, region by region
Accounts first, then meetings
Each region had its own account list. LinkedIn ads reached those accounts only; when several decision-makers at the same account engaged, the account went to sales.
DACH, France, Spain, Italy, South Africa, the Middle East: each region had its campaigns and its account list, refreshed every month.
Accounts showing interest in the topic got ads with a LinkedIn lead gen form, so the contact came through without leaving the feed.
Form leads and website conversions in a single dashboard, reviewed with the EMEA team.
Content
Content for every market
ABM only holds if the ads stay fresh and speak to each region. We produced and refreshed content at the pace of the campaigns.
Genesys trusted us with an ebook: the outline, the writing, then the design by our team.
Creative for the Italy and Middle East campaigns refreshed, so target accounts did not keep seeing the same ad.
Campaigns and contact lists prepared for the French and Spanish teams as well.
The program in numbers
More decision-makers reached in every account
« We had a gap in the marketing team and over 12 internal tools to handle all digital marketing aspects. MyDigipal was able to overcome significant challenges, clearing the backlog of digital support in the regions, and successfully executed an ABM revamp across LinkedIn. Very impressive. »
What you can take home
Three rules for ABM in a large company
Every market has its own accounts and priorities. One list for all of Europe speaks to nobody.
An account is warm when several people engage, not when one person clicks.
A stretched team launches nothing new. Empty the request queue first.
Frequently asked questions
What people ask us
How do you know an account is ready for sales?
When several decision-makers at the same account engage with the content. At Genesys, that signal is what moved an account to the sales team.
Do you need a different account list per country?
Yes, as soon as sales teams are organized by country. At Genesys, each region had its own, reviewed every month with the local teams.
What would it look like for your dealerships?
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