Client: Bedrijfsfitness Nederland (part of the Epassi Group)
Region: Netherlands
ICP Definition & Enrichment
Target Account List Generation
ABMCampaign Enablement
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Before our collaboration, Bedrijfsfitness Nederland faced a common but critical challenge: their sales and marketing teams were not targeting accounts in a unified way. Their strategy was based on an old, incomplete list scraped together by a third party, which led to several key pain points:
Fragmented Data: The team was working with outdated and limited information, making it impossible to get a full picture of their ideal customers.
Ineffective Targeting: Without a solid data foundation, marketing efforts on platforms like LinkedIn were not as accurate or personalized as needed to attract high-value accounts.
Uncertainty and Lack of Confidence: The Head of Marketing, Hoang Pham, knew he could create a targeting strategy with the existing information, but he couldn't be sure how complete or effective it would be.
Stagnant Market View: The existing list did not allow the team to cast a "big net" over their total addressable market and systematically identify the best-fit companies.
The turning point came when Hoang created a clear, one-page document defining the company's Ideal Customer Profile (ICP). With this strategic blueprint in hand, we collaborated to build the data engine that would bring it to life.
1. Building the Enriched Account List: We took the new ICP definition and engineered a comprehensive, enriched list of target accounts. This list went far beyond their previous data, providing a complete view of their addressable market.
2. Empowering Sales with Actionable Data: The deliverable wasn’t just a list of names. It was an enriched database complete with decision-maker information, which was immediately actionable for the sales team.
3. Launching a True ABM Campaign: Equipped with this data, the sales team was able to kickstart a sophisticated Account-Based Marketing (ABM) campaign. This included personalized outreach, physical mailers to specific office locations, and customized landing pages and emails designed to resonate with key accounts.
The new, data-driven approach produced immediate and powerful proxy metrics, validating that the strategy was working and delivering tangible results.
For Bedrijfsfitness Nederland:
Enhanced Marketing Performance: LinkedIn campaigns targeted with the new list saw a 10% engagement rate and a 6-second average dwell time—well above industry benchmarks and proving the messaging was reaching the right audience.
Acquisition of Larger Customers: The strategy proved effective in moving upmarket. The company saw a clear trend of its average employee size per new customer growing, directly contributing to revenue goals.
Successful & Aligned Campaigns: The sales team was fully equipped to run personalized ABM campaigns that were perfectly aligned with marketing's advertising efforts, creating a seamless customer journey.
"What I really liked was that you guys were really quick. The response time was just very quick where I just knew that what you guys delivered was going to be good."—Hoang Pham, Head of Marketing, Bedrijfsfitness Nederland
