ABM Pilot Program Leads to Pipeline Boost
“...The ABM work we started with Elevated Third contributed to a 7-figure increase in our pipeline.”
Brian Grady,
Head of Marketing Campaigns,
Lyra Health
Lyra Health, a leading mental health care benefits provider, faced the challenge of jumpstarting their account-based marketing (ABM) program. Their primary struggles involved properly configuring the 6sense platform, aligning their sales and marketing strategies, and moving beyond basic demand generation to leverage intent data effectively.
With a collaborative approach, we helped Lyra refine their ideal customer profile (ICP), establish personalized ABM plays, and implement tailored content. The result? A 7-figure pipeline boost driven by a targeted, data-informed strategy.
ABM PILOT PROGRAM ALIGNMENT
The Lyra team knew they needed help setting up the 6sense platform correctly the first time. Without proper configuration, workflows and insights would not generate actionable intent data.
Aligning sales and marketing teams toward new ways of “thinking ABM” was also a challenge, as it goes for most SaaS and B2B organizations. Disjointed priorities can prevent cohesive execution, leaving untapped potential between departments.
Moving from generic demand generation strategies to ABM required personalized messaging, deliberate timing, and a focus on specific customer personas. At the heart of the initiative was embracing a new way of thinking, and a new data source with 6sense.
INTENT MATTERS
Through a strategic and collaborative process, we worked closely with Lyra Health to systematically transform their ABM approach. We combined Lyra’s in-house scoring model with 6sense intent data to prioritize accounts effectively. This clarified Lyra’s ideal customer profile (ICP) and enabled the team to focus on high-value opportunities.
Discovery sessions with Lyra’s sales team helped map out effective messaging and identify key strategies from top performers. This feedback informed consistent messaging across all touchpoints including custom ABM "plays" that followed the entire buyer's journey, supported by intent-based display advertising.
Lyra Health’s successful pivot to ABM highlights the game-changing potential of an optimized strategy and a unified team. Through refined targeting, tailored messaging, and clear workflows, Lyra experienced 7-figure pipeline growth that speaks to the power of intent-driven marketing in action.
Looking ahead, Lyra Health now has an ABM foundation that can scale with their growth ambitions. Partnering with us has not only driven immediate results but also left Lyra equipped for long-term success in expanding their business.
“...The ABM work we started with Elevated Third contributed to a 7-figure increase in our pipeline.”
Brian Grady,
Head of Marketing Campaigns,
Lyra Health