Genesys

Le Défi

In the competitive customer experience technology space, Genesys needed to differentiate their cloud solutions and create meaningful dialogue with enterprise decision-makers who were evaluating multiple vendors.

Notre Solution

We developed an integrated ABM program that combined thought leadership content, precision-targeted advertising, and personalized outreach sequences to build relationships with key accounts and accelerate the sales cycle.

"MyDigipal helped us move from broadcasting messages to having real conversations with the accounts that matter most. The quality of engagement has transformed our pipeline."

V

VP of Marketing EMEA

Genesys

The Challenge

Genesys operates in one of the most competitive B2B technology markets. With enterprise deals involving long sales cycles and multiple stakeholders, they needed marketing that could:

Cut through competitive noise
Build meaningful relationships with key accounts
Support sales through the complex buying journey
Demonstrate clear ROI on marketing investment

Our Strategy

Account Prioritization

We worked with Genesys to develop a tiered account structure:

Tier 1: Strategic accounts receiving fully personalized campaigns
Tier 2: High-value accounts with segment-level personalization
Tier 3: Growth accounts with industry-level targeting

Content That Resonates

Rather than generic product messaging, we developed content programs around:

Industry-Specific Challenges: Tailored perspectives for retail, financial services, healthcare, and tech
Thought Leadership: Executive-level insights on the future of customer experience
Proof Points: Customer success stories relevant to each target segment

Orchestrated Execution

Our multi-channel approach included:

LinkedIn: Primary channel for reaching decision-makers
Programmatic Display: Awareness building and retargeting
Content Syndication: Reaching new audiences with gated content
Direct Outreach Support: Providing sales with account intelligence and air cover

The Results

The strategic approach delivered measurable impact:

92% increase in account engagement across target accounts
3x improvement in meeting bookings from ABM-touched accounts
55% lift in brand awareness within target segments

The Amplification Effect

What made this program particularly successful was the amplification effect—each channel reinforced the others. Prospects saw consistent, relevant messaging across touchpoints, building familiarity and trust before sales conversations began.

When sales reached out, they weren’t cold calling. They were continuing a conversation that marketing had already started.

Lessons Learned

Enterprise ABM success requires patience, coordination, and commitment. The accounts with the highest deal values often have the longest sales cycles. By maintaining consistent, value-adding engagement throughout that journey, we helped Genesys win deals that might otherwise have gone to competitors.