One Marketer, 40 Accounts, 75% Pipeline Conversion: Scaling 1:1 ABM with Moveworks
Trevor Deane was a solo ABM marketer tasked with delivering personalized 1:1 campaigns to 40 high-value accounts but lacked the scale to do it. The legacy ABM platform was slow, rigid, and produced microsites that didn't match brand standards, while sales had no real-time prospect engagement data—only a clunky dashboard with a 24-hour delay.
How it works
Common implementation structure
How this type of workflow is generally built, generalized across documented cases — not tied to any one vendor's stack. Click any stage to read what happens there. Specific products that implement these stages appear in “Tools commonly seen” below.
Stage 1 · Account research with sales
Each personalized page started with deep account research, with Trevor meeting reps to surface top priorities and recent conversations.
Moveworks ran 40 personalized 1:1 campaigns—4x what ABM peers typically manage individually—achieving 75% pipeline conversion from targeted accounts within a month. AEs reported 50% conversion rates on Mutiny-sourced leads, and the Chrome extension became a standard part of the daily sales workflow.
What failed first
A legacy ABM platform produced slow, rigid campaigns and microsites that didn't match Moveworks' brand, and sales dashboards had a 24-hour data delay that made real-time prospect insight impossible.