{"id":125633,"date":"2026-07-07T13:31:49","date_gmt":"2026-07-07T17:31:49","guid":{"rendered":"https://mercurylabsmarketing.com/__callbox_upstream/cms/?page_id=125633"},"modified":"2026-07-07T15:44:09","modified_gmt":"2026-07-07T19:44:09","slug":"abm-lead-gen-enterprise-rpa","status":"publish","type":"page","link":"https://mercurylabsmarketing.com/__callbox_upstream/cms/case-studies/abm-lead-gen-enterprise-rpa/","title":{"rendered":"ABM Lead Gen That Generates Opportunities for Enterprise RPA"},"content":{"rendered":"\n<h2 id=\"h-the-client\" class=\"wp-block-heading\">The Client</h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Client is a California-based provider of enterprise robotic process automation software. The company serves organisations seeking to automate repetitive workflows across finance, operations, and IT functions.</p>\n\n\n\n<h2 id=\"h-the-challenge\" class=\"wp-block-heading\">The Challenge</h2>\n\n\n\n<p class=\"wp-block-paragraph\">The Client needed to expand its pipeline among mid-market and enterprise accounts in North America, where longer sales cycles and multiple stakeholders slowed initial engagement. Awareness among key IT and operations decision-makers remained inconsistent across target verticals.</p>\n\n\n\n<p class=\"wp-block-paragraph\">With two webinars and an AI industry conference on the calendar, the Client required structured outreach to maximise attendance and booth engagement. A scalable, account-based approach was essential to convert event interest into qualified pipeline opportunities.</p>\n\n\n\n<h2 id=\"h-the-callbox-solution\" class=\"wp-block-heading\">The Mercury Labs Solution</h2>\n\n\n\n<p class=\"wp-block-paragraph\">To help The Client boost its sales pipeline, Mercury Labs deployed a tailored Account-Based Marketing (ABM) lead generation program.</p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Account-Based Multi-Channel Lead Management, leveraging Voice, Email, Chat, Web, and Social Media.</li>\n\n\n\n<li>Sales Enablement and support, including Product Training, Account Setup, and Back-office Sales Support.</li>\n\n\n\n<li>Access to Tools &amp; Subscriptions for Smart Engage and HubSpot CRM.</li>\n\n\n\n<li>Strategic Account Management, incorporating Strategy Building, Reporting, and Product Knowledge.</li>\n</ul>\n\n\n\n<h3 id=\"h-the-goals\" class=\"wp-block-heading\">The Goals</h3>\n\n\n\n<p class=\"wp-block-paragraph\">Mercury Labs aimed to:</p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Raise awareness of The Client&#8217;s RPA platform among enterprise IT and operations decision-makers across North America.</li>\n\n\n\n<li>Uncover automation priorities and digital transformation pain points within targeted mid-market and enterprise accounts.</li>\n\n\n\n<li>Deliver qualified pipeline opportunities and drive registrations for two webinars and a key AI industry conference.</li>\n</ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The program unfolded in three main stages:</strong></p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Account Research and Selection</strong></p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Mercury Labs used AI-powered ICP targeting to match accounts against The Client&#8217;s firmographic and technographic criteria.</li>\n\n\n\n<li>A verified account list was compiled and approved by The Client before outreach began.</li>\n</ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Account and Prospect Profiling</strong></p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Buyer personas were built using firmographics, role seniority, and automation adoption signals within each target vertical.</li>\n\n\n\n<li>Key positions targeted included CTOs, CIOs, VPs of IT, and Directors of Operations and Digital Transformation.</li>\n</ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Multi-touch, Multi-channel Outreach</strong></p>\n\n\n\n<p class=\"wp-block-paragraph\">Mercury Labs executed customised nurture paths across phone, email, LinkedIn, and web, tailoring messaging to each persona&#8217;s role and industry context. Smart Engage CRM streamlined outreach coordination and ensured consistent follow-up across all touchpoints.</p>\n\n\n\n<h2 id=\"h-results\" class=\"wp-block-heading\">Results</h2>\n\n\n\n<p class=\"wp-block-paragraph\">Within six months, Mercury Labs delivered 142 SQLs, 78 MQLs, and 582 LinkedIn connections with senior decision-makers across target accounts. Event engagement was equally strong, with 120 webinar attendees and 68 qualified booth visits at an AI industry conference.</p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;</p>\n","protected":false},"excerpt":{"rendered":"<p>A California-based enterprise RPA provider partnered with Mercury Labs to build a qualified pipeline across North American mid-market and enterprise accounts. Over six months, the ABM program delivered 142 SQLs, 78 MQLs, 582 LinkedIn connections, and strong event engagement across two webinars and an AI conference.</p>\n","protected":false},"author":21,"featured_media":125640,"parent":3796,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template-single-case-study.php","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"tags":[1220],"class_list":["post-125633","page","type-page","status-publish","has-post-thumbnail","hentry","tag-case-study-3"],"acf":{"meta_group":false,"sg_faq_header_title":"","sg_faq_header_desc":"","sg_page_faqs":false,"au_faq_header_title":"","au_faq_header_desc":"","au_page_faqs":false,"faq_header_title":"","faq_header_desc":"","page_faqs":false,"company_videos":{"video_embed":"","video_embed_popup":""},"cb_acf_hero":{"h1_title":"","headline":"","description":"","image":false,"video":"","video_header":false,"cta_link":"","cta_link_hs":"","cta":"BOOK A MEETING"},"has_contact_form":false,"dark_themed_form":true,"has_review_section":false,"top_level_page":false,"leadgen_apac":false,"leadgen_au":false,"cb_asset":"https://mercurylabsmarketing.com/external/casestudies/CS_Enterprise-RPA-Provider-Drives-Pipeline-with-ABM-Lead-Generation.pdf","cb_web_property":"MAIN","cb_acf_relational":{"case_study":"","cs_industry_image":false},"cb_acf_testimonial":"","cb_regional_pages":false,"cb_acf_ctas":{"contact_form":"","banner_image":false,"goto_form_button":"BOOK A MEETING"},"cb_acf_post_alt":{"alt_post_title":"","alt_post_image":false,"alt_post_excerpt":"","alt_post_image_url":false},"form_redirect_url":"","cb_banner_announcement":false,"hubspot_form_guid":"6c1dda45-65a3-49f4-9de6-7bc157f6abbb","cs_gated_content":"<h2>The Client</h2>\n<p>The Client is a California-based provider of enterprise robotic process automation software. The company serves organisations seeking to automate repetitive workflows across finance, operations, and IT functions.</p>\n<h2>The Challenge</h2>\n<p>The Client needed to expand its pipeline among mid-market and enterprise accounts in North America, where longer sales cycles and multiple stakeholders slowed initial engagement. Awareness among key IT and operations decision-makers remained inconsistent across target verticals.</p>\n","cs_campaign_type":"","cs_campaign_types":[{"value":"0","label":"Lead Generation"},{"value":"1","label":"Appointment Setting"}],"cs_campaign_duration":"6","cs_client_industry":"Robotic Process Automation (RPA) / Enterprise Software","cs_client_location":"San Francisco, California, USA","cs_client_hq":"San Francisco, California, USA","cs_client":{"name":"","website":"","lob":""},"cs_target_location":"North America (United States and Canada)","cs_target_industry":"Financial Services, Healthcare, Manufacturing, Logistics, Business Process Outsourcing, Retail","cs_target_dm":"CTO, CIO, VP of IT, Head of Digital Transformation, Director of Operations, VP of Finance","cs_results":[{"label":"SQLs","value":"142"},{"label":"MQLs","value":"78"},{"label":"Attendees Secured","value":"120"}],"cs_highlights":[{"highlight":"Successfully executed a 6-month ABM program for an enterprise robotic process automation solutions provider."},{"highlight":"Increased brand awareness and engagement across Voice, Email, LinkedIn, and Web channels."},{"highlight":"Enabled The Client to build valuable connections with key decision-makers, enhancing their sales outreach and marketing effectiveness."}],"cs_challenge":{"cs_challenge_category":["Pipeline Growth","Improved Targeting","Augment Marketing"],"cs_challenge_category_long":"The Client needed to expand its pipeline among mid-market and enterprise accounts in North America, where longer sales cycles and multiple stakeholders slowed initial engagement. Awareness among key IT and operations decision-makers remained inconsistent across target verticals.\r\n\r\nWith two webinars and an AI industry conference on the calendar, the Client required structured outreach to maximise attendance and booth engagement. 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