Sample plan · Example brand: Ledgerly · B2B SaaS
Filling the pipeline for a finance software company
How we’d plan a 12-week account-based campaign for a software company whose ads bring in plenty of clicks and very few qualified buyers.
This is a worked example, not client work. Ledgerly is a fictional brand, and every number on this page is a target we’d commit to, not a result.
Targets
- qualified demo requests per month
- 2×
- qualified demo requests per month
- cost per qualified lead
- -30%
- cost per qualified lead
- of target accounts engaged
- 40%
- of target accounts engaged
The situation
Imagine a company whose broad ads drive clicks but few qualified buyers. Sales spends its mornings on leads that were never going to convert, and marketing and sales report different numbers.
What we’d do
- 01
Agree a list of 1,200 target accounts with sales before building any creative.
- 02
Anchor the campaign on a benchmark report finance leaders can’t get elsewhere.
- 03
Retarget engaged accounts with LinkedIn ads and a short webinar series.
- 04
Connect campaign tracking to the CRM so success is measured in pipeline.
The full plan is a PDF you can keep.
It’s the document we’d hand a client at the end of the planning stage: the thinking, the timeline, the budget, and the targets. Read it to see how we work before you talk to us.
- The situation — the assumed starting point and the insight we’d look for
- Strategy and big ideas — audiences, goals, and the principles behind every channel
- Week-by-week timeline — what we’d do, what you’d get, and the checkpoint for each phase
- The budget — where the money would go, line by line
- Channels and targets — what each channel is for and the numbers we’d track
- Risks — what could go wrong and how we’d handle it
- A playbook — a checklist to apply the approach to your own campaign
More sample plans
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