# Case Study: From Broad Targeting to Named Accounts, and a 26x Change in Lead Volume | Crank Source: https://wearecrank.com/case-studies/content-management-software-abm-programme-2020 An embedded team rebuilt a B2B demand-generation programme around named target accounts across three regions — taking monthly leads 26x higher while cost per lead fell 69 per cent. --- ![Content management software case study: From Broad Targeting to Named Accounts, and a 26x Change in Lead Volume](/images/case-studies/content-management-software.png?dpl=dpl_2uJjggmfov9ibhArygujfRBb3pax) Content Management Software — 2020 # From Broad Targeting to Named Accounts, and a 26x Change in Lead Volume An embedded team rebuilt a B2B demand-generation programme around named target accounts across three regions — taking monthly leads 26x higher while cost per lead fell 69 per cent. Challenge A content management software provider was expanding into new regions — the UK, USA and Asia — and needed a full account-based marketing programme built from scratch to turn that expansion into a reliable flow of qualified leads, rather than working through a separate agency relationship. Targeting had been broad, aimed at markets rather than named organisations, and wasn't producing the volume or quality of leads the business needed to support growth across three regions at once. Approach Work embedded inside the marketing team rather than as a separate agency, owning media strategy end-to-end across all three regions. Shift spend from broad, market-wide targeting into industry-vertical and named-account campaigns aimed at the organisations most likely to buy, and continually re-optimise against lead quality and conversion rather than volume alone. Outcome Leads grew 26x to over 900 a month, cost per lead fell 69 per cent, and revenue doubled year on year — delivered by a team embedded inside the business's own marketing function, which kept strategy, execution and account targeting aligned as the programme scaled across three regions at once. 01 ## Growth outrunning a broad-targeting model A content management software provider was expanding into new regions — the UK, USA and Asia — and needed a full account-based marketing programme built from scratch to turn that expansion into a reliable flow of qualified leads. The work was to be delivered by a team embedded inside the business's own marketing function, rather than through a separate agency relationship. Targeting had been broad, aimed at markets rather than named organisations, and wasn't producing the volume or quality of leads the business needed to support growth across three regions at once. 02 ## Embedded delivery, not a separate agency The team worked embedded inside the marketing function, owning media strategy end-to-end rather than being briefed and reporting back. That meant running go-to-market activity across the UK, USA and Asia as one continuous programme, not three separate regional campaigns handed to a third party. Being embedded rather than at arm's length kept strategy, execution and account targeting aligned as the programme scaled — the same team setting the direction was the team running the campaigns. 03 ## Shifting from broad targeting to named accounts Spend moved from broad, market-wide targeting into industry-vertical and named-account campaigns aimed specifically at the organisations most likely to buy, rather than at the market as a whole. Targeting was continually re-optimised against lead quality and conversion rather than volume alone, so the shift wasn't simply narrower — it was narrower and judged on whether the narrower audience actually converted. 04 ## What changed Leads grew 26x to over 900 a month, cost per lead fell 69 per cent, and revenue doubled year on year. None of it was run at arm's length: the same embedded team that set the targeting strategy was running the campaigns day to day, which is what kept strategy, execution and account targeting aligned as the programme scaled across three regions at once. 05 ## What this means for you Scaling demand generation into new regions doesn't need more of the same broad targeting. Narrowing to the accounts most likely to buy can grow lead volume rather than shrink it, provided the narrower audience is actually judged on conversion, not just reach. And keeping delivery embedded rather than arm's-length keeps targeting and strategy aligned as a programme scales — the alternative is strategy set in one place and executed in another, with account targeting drifting between the two. ## What embedding the team and naming the accounts changed 26x Growth in monthly leads 900+ Leads generated per month \-69% Cost per lead 2x Revenue year on year Drawn from Crank's embedded account-based marketing work conducted in 2020 for this content management software business. Client not named. ## Want to know what this looks like in your own account? These findings came from asking straightforward questions before any budget moved. We're happy to do the same for yours. [ Talk to Wearecrank](https://wa.me/447457416922?text=Help%20my%20business)[Get in touch](/contact) [← Back to all case studies](/case-studies)