An award-winning pilot in ABM

To drive growth, reduce cost of sale and accelerate time to market, K3 and Sage launched a 12-week joint ABM pilot targeting the retail and distribution sectors.

Strategically, the campaign aimed to replace broad lead gen with a persona-led, account-based approach—aligning product, sales and marketing teams around shared business objectives. It also marked a mindset shift for both organisations, moving from traditional marketing methods to a scalable ABM framework that could be reused and rolled out across teams.

Tactically, the campaign focused on personalised outreach, social selling, and optimised landing pages with content mapped to each stage of the funnel—from top-of-funnel awareness to bottom-of-funnel conversion. This included blogs, ads, whitepapers and event-driven calls to action. Everything was built for system visibility and measurement; enabling continuous learning, iteration and proof of value.

The results were significant

Email engagement jumped from 2% to 33%, SQLs rose by 35% over 12 months, and the campaign helped shorten the sales cycle and improve forecasting. It also earned a Partner Award from Sage in recognition of its impact and innovation.