Enterprise Software & Higher Education
1:1 + 1:Many → 1:Few
Modo Labs
$8.5M in pipeline and $2.4M booked from a $350K program
1:1 campaigns into three global banks, blended with lead generation across roughly 3,000 education and enterprise accounts.
$350K
Program investment
$8.5M+
Pipeline
$2.4M
Booked revenue
~3,000
Target accounts — 60 whales
13 wks
Kickoff to three live 1:1 campaigns
Modo Labs sells a no-code platform for building workplace and campus apps to two very different markets: higher education and enterprise, where banks are the largest buyers. The ABM Agency built a program that ran both at once — a 1:Many capture layer (paid search, LinkedIn, programmatic) across roughly 3,000 target accounts, and 1:1 campaigns with personalized landing pages and sales outreach into three global banks — then rebalanced toward 1:Few industry campaigns once the data showed which accounts had reached validation and evaluation. Reporting joined identified accounts to opportunities, producing attributable pipeline the sales team could see by account.
Industry context
Workplace-experience and campus-app platforms are sold to two buyers who share almost nothing. In higher education, the buyer is student affairs and campus IT, the trigger is a PeopleSoft or LMS integration and student engagement, and cycles follow the academic calendar. In enterprise — and above all in banks — the buyer is the head of corporate real estate, hybrid work or workplace experience, with the CIO and workplace technology as gatekeepers and HR and communications as influencers; the trigger is return-to-office, space utilization and a fragmented set of employee apps. Both markets are crowded with low-code platforms and point solutions, and analyst framing (the low-code application platform quadrant) shapes enterprise shortlists.
Banks add scale and caution: tens of thousands of employees, global footprints, security review, and long procurement. They are worth 1:1 treatment — and they are exactly the accounts where a generic demo-request campaign never reaches the right desk.
The client’s situation
Modo Labs had a strong installed base in higher education and wanted to grow enterprise revenue, particularly in financial institutions, while keeping the education pipeline flowing. The digital programs in place were channel-based (search, social, gated e-books and webinars) and measured in leads; the website was organized by product rather than audience; and sales territories spanned both segments. Leadership wanted a program that could reach named banks, improve lead quality, and show attributable pipeline within the year.
The challenge
Go-to-market
- Two segments, two buying committees, one budget
- ~3,000 accounts to prioritize into strategic, target and 60 whale accounts
- Three global banks needing individual treatment and sales alignment
- Gated content converting on lead magnets, not on high-intent actions
- Website information architecture that did not route enterprise vs. education visitors to relevant content
MarTech
- Account selection by cross-referencing ZoomInfo technology alerts and intent, Clearbit visitor intelligence and ICP data with current accounts to build and expand the target lists
- Centralized audience platform pushing the same account audiences to LinkedIn, Meta, programmatic display, programmatic video and CTV, with email follow-up
- Weekly ABM automation exports per campaign — each 1:1 bank campaign, the demo-request evaluation campaign, the hybrid-work webinar and e-book awareness campaigns — processed into account scoring and reporting, with definitions set for ABM-influenced (identified session or impressions before conversion) vs. direct lead generated (channel → form fill)
- 1:1 landing pages templated for the three banks with account branding and challenge-specific content, dynamic by visitor via intent and account score, with a plan to extend the templates into industry microsites
- Conversion path fixes: shift search to “Contact Us” conversions, ungate mid-funnel lead magnets, add chat and an ROI calculator; on-site search tracking, heatmaps and A/B tests of navigation via microsites
Asset creation
- LinkedIn and email messaging matrix for sales outreach by persona (CRE/hybrid work/facilities; CIO/IT; communications/HR) with value props per persona
- Three 1:1 landing pages, one per bank, and a finance industry microsite structure
- Paid search ad groups and keyword targets; LinkedIn and programmatic creative for awareness (hybrid-work webinar, workplace-app e-book) and evaluation (request a demo)
- Content recommendations by segment: higher-ed video and PeopleSoft-centered case studies; enterprise video, ROI calculator, analyst report, and long-form case studies for under-represented industries (healthcare, insurance, high tech)
- Website restructuring recommendations: navigation by customer type, “Why Modo” card reordering, low-code features in the nav
What we built
- 01Kickoff and messaging matrix (May 2022), plus a sales outreach matrix for LinkedIn and email
- 02Channel launches: paid search (May 23), LinkedIn (Jun 17), programmatic (Jun 22)
- 031:1 campaigns into three global banks (Jul 29, Aug 15, Aug 31) with personalized landing pages and sales alignment
- 04Weekly automation exports, account scoring and pipeline attribution (ABM-influenced vs. direct)
- 05September 2022 strategy: rebalance lead generation, 1:Few and 1:1; quick wins on site navigation and conversion paths; persona and channel targeting plan; content plan; finance microsite; 1:Few launches by industry starting with finance
- 06Dashboards, reporting and sales enablement
Figure 1
Kickoff to three live 1:1 bank campaigns in 13 weeks
May 2022
Kickoff
Messaging matrix; paid search live May 23
June 2022
1:Many live
LinkedIn Jun 17; programmatic Jun 22
July 2022
Bank 1
First 1:1 campaign live Jul 29
August 2022
Banks 2 & 3
Live Aug 15 and Aug 31
September 2022
Rebalance
1:Few by industry, starting with finance
One account list, pushed to every channel
Programmatic display
1:1 landing pages
Sales email & LinkedIn outreach
Weekly automation exports fed account scoring, so pipeline could be split into ABM-influenced and direct lead generated.
Results
| Metric | Value | Period |
|---|---|---|
| Program investment | $350K | Program |
| Pipeline | $8.5M+ | Program |
| Booked revenue | $2.4M | Program |
| Whale accounts | 60 | — |
| Opportunities to date | 5 (3 SQL, 1 technical selection, 1 closed-lost) | Apr 1–Sep 2022 |
| Attributable pipeline to date | $2,704,597 | Apr 1–Sep 2022 |
| Target accounts | ~3,000 | — |
| 1:1 campaigns active | 3 | Jul–Sep 2022 |
Why it worked
Two markets, one machine: a shared audience platform and scoring model served education and enterprise without doubling cost.
Whales got 1:1; everyone else got the right stage: three banks received personalized pages and outreach, while the long tail was captured and scored, then graduated to 1:Few by industry.
Definitions first: ABM-influenced vs. direct lead generated were defined before reporting, so pipeline attribution held up with sales.
Conversion friction was treated as strategy: ungating, a “Contact Us” focus, chat and ROI tools moved intent to the surface.
The website was part of the campaign: navigation by audience and content by segment, so paid traffic landed somewhere relevant.
Services and tools
Services
TAL Build & Prioritization
1:1 Campaigns & Landing Pages
Paid Search, LinkedIn & Programmatic
Sales Outreach Messaging
Website & Conversion Optimization
Account Scoring & Attribution
Reporting
Tools worked in
Clearbit
Meta
Google Ads
Programmatic DSP
CTV
Frequently asked
Can one ABM program serve higher education and enterprise buyers?
Yes, if targeting, messaging and scoring are segment-aware. Modo’s program used one audience platform and scoring model with segment-specific personas, content and 1:Few campaigns.
How many 1:1 campaigns can a mid-market software company run?
Modo ran three, into global banks, launched within 13 weeks of kickoff — with the rest of the ~3,000-account list handled by 1:Many capture and 1:Few industry campaigns.
How do you attribute pipeline to ABM?
Define it before launch. Modo’s reporting separated ABM-influenced accounts (identified sessions or impressions before conversion) from direct lead generation, producing $2.7M in attributable pipeline in the first five months.
Related proof
SentiLink
Fintech into banks
Stord
Tiered 1:Many / 1:Few / 1:1
Manhattan Associates
ABM added to lead gen