Case Study:

Scaling Smarter: Building a Repeatable ABM Program with Immediate Results

How Mperativ drove 300% increase in meetings while establishing a scalable ABM and GTM foundation

Introduction

Mperativ, the leading AI-driven revenue marketing data science platform, partnered with Heinz Marketing to accelerate pipeline growth and establish scalable GTM foundations. With a lean team and an urgent need to generate top-of-funnel opportunities, Mperativ required both strategic guidance and hands-on execution. 

Heinz Marketing began by auditing existing GTM efforts and testing new paid search and LinkedIn campaigns. These tests informed our final go to market programs that led to immediate impact—driving a 300% increase in meetings held in Q3, with 28% converting into qualified pipeline. 

Beyond short-term results, Heinz Marketing worked with Mperativ to build lasting GTM infrastructure. This included refining the Ideal Customer Profile (ICP), developing a repeatable ABM framework, enabling SDRs and AEs with automated workflows, and co-hosting two high-performing webinars tied to product launches (each generating over 250 registrations). 

The collaboration gave Mperativ the strategic foundation to scale, while simultaneously fueling revenue growth with immediate, measurable results. 

Key Outcomes: 

  • 300% increase in meetings held in Q3. 
  • 28% meeting conversion into pipeline opportunities. 
  • Repeatable ABM framework built for systematic account engagement. 
  • Sales and marketing alignment improved through automated workflows and enablement. 
  • Two webinars exceeded 250 registrations each, creating new top-of-funnel opportunities. 

Scaling a Lean GTM Team While Building for the Future 

As Mperativ prepared for its next stage of growth, the team faced several obstacles that threatened to slow momentum:

  • Limited team bandwidth: With a small GTM team, execution was stretched thin and unable to scale quickly.
  • Urgent need for top-of-funnel growth: The company required pipeline results fast to fuel revenue acceleration and support funding goals. 
  • Lack of foundational structure: ICP definition, persona and buying committee frameworks, and sales workflows had yet to be formalized, limiting consistency and repeatability. 
  • Sales and marketing alignment gaps: Without streamlined processes and enablement, handoffs between SDRs, AEs, and marketing risked friction and lost opportunities. 

Without intervention, Mperativ risked falling behind in pipeline creation and missing the chance to operationalize its GTM strategy. 

Our Approach 

Side-by-Side GTM Acceleration and Foundational Development 


We partnered with Mperativ through a hands-on, embedded approach that balanced immediate execution with longer-term scalability. 

  • Testing and initial campaigns: Audited existing GTM efforts and quickly launched tests on paid search and LinkedIn campaigns. These programs uncovered key channel and messaging insights.  
  • Foundational development: Refined Mperativ’s Ideal Customer Profile (ICP) and built a repeatable ABM framework to prioritize and engage target accounts systematically. 
  • Sales enablement and workflow optimization: Created automated branching sales workflows and SDR/AE enablement resources to reduce friction, streamline tasks, and maximize SDR/AE time on the most valuable accounts. 
  • High-impact webinars: Co-hosted two product-launch webinars that each drove more than 250 registrations, expanding reach and fueling additional top-of-funnel opportunities. 
  • Operations support and training: Partnered with Marketing Ops to embed smarter workflows and lead routing while enabling the sales team with new processes and resources. 

By executing campaigns while simultaneously building frameworks and training the team, our team delivered measurable results in the short term and positioned Mperativ for sustained revenue growth. 

“Since launching our AI capabilities with Heinz Marketing’s support, we’ve had 48 meetings in Q3 with a 28% conversion to pipeline and a 300% increase in meetings held. Beyond the numbers, they gave us the strategic foundation we needed to scale, from refining our ICP and building a repeatable ABM program to enabling our sales team and co-hosting two successful webinars. Heinz Marketing didn’t just create a plan, they executed alongside us, and the impact on our pipeline has been immediate and lasting.“ 

Daniel Raskin 
Chief Marketing Officer & Co-founder

Results and Conclusion

Immediate Pipeline Impact and a Scalable GTM Foundation


Heinz Marketing’s embedded partnership helped Mperativ achieve rapid pipeline acceleration while also establishing lasting GTM processes: 

  • 300% increase in meetings held in Q3. 
  • Repeatable ABM framework developed to scale account engagement. 
  • Automated sales workflows and enablement resources improved cross-functional collaboration and execution. 
  • Two webinars each exceeded 250 registrations, generating net-new top-of-funnel opportunities. 

Heinz Marketing did more than drive pipeline results. By embedding as an extension of the Mperativ team, they created durable GTM infrastructure, enabled cross-functional alignment, and accelerated growth while setting the stage for scalable success. 

Predictable Pipeline Workbook

Want to accelerate pipeline growth while building a GTM foundation that scales? Let’s connect and discuss how to embed operational discipline, align your team, and turn strategy into measurable impact.