The Challenge
A fintech provider offering enterprise risk and compliance solutions faced a persistent challenge: deals were stalling late in the sales cycle because CFOs and CROs lacked clear, quantified business cases to justify switching from incumbent vendors. Marketing content was feature-focused and mid-funnel oriented, with little strategic insight tailored to C-suite stakeholders or individual buying groups. The company needed to move from “vendor comparison” to “business transformation partner.”
The Approach
Thinker Media Group designed and executed a targeted C-suite intelligence and ABM program:
- Executive Research: Conducted a focused pulse survey with 250+ CFOs, CROs, and Heads of Risk in target sectors to uncover top-of-mind threats, budget priorities, and readiness for new solutions.
- Account-Specific Intelligence: Synthesized survey insights, open-source financials, and vertical benchmarks into customized “Boardroom Insight Packs”—concise, one-to-two-page strategic narratives for each target account.
- ABM Campaign Architecture: Orchestrated an integrated program combining personalized emails from sales leadership, LinkedIn InMails, and exclusive executive roundtables anchored on data insights—not product demonstrations.
- Sales Enablement: Equipped account executives with conversation starters grounded in C-suite priorities, enabling more strategic and consultative interactions.
The Results
- Perception Shift: In target Tier-1 accounts, the client’s brand evolved from “another vendor” to “trusted strategic advisor,” with C-suite stakeholders actively citing insights in internal deliberations.
- Sales Velocity: Late-stage deal velocity accelerated, with shorter evaluation timelines and higher win rates when insight assets were deployed in the sales process.
- Expansion Opportunities: The insight-led approach unlocked cross-sell and upsell conversations with adjacent departments and new business units within existing customer accounts.
- Deal Quality: Opportunities influenced by thought leadership assets demonstrated higher average contract values and lower churn rates than traditional pipeline opportunities.
Key Takeaway
When you lead with insights instead of product features, you earn a seat at the C-suite table and accelerate deals through strategic conversations.
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