Hyper-Personalized ABM Ads Drive Pipeline

Keith helped Brightfin increase form submissions and deal pipeline by building a scalable 1:1 ABM digital ad strategy tailored to ServiceNow enterprise buyers.
KEY RESULT
4.5x
higher pipeline from target companies vs. generic campaigns
Challenge
Brightfin needed to reach a narrow ICP: IT leaders at enterprise companies using ServiceNow.
Solution
Created 1:1 ad and landing page experiences personalized for each target company.
Company
Brightfin
Industry
Tech / SaaS / IT Expense Management
Services
CMO, Paid Media Strategy, Campaign Automation, ICP Targeting Creative Direction, Personalization at Scale

Results

+ 5x more clicks

+ 6x more form fills

+ 4.5x more pipeline generated

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Brightfin is a technology expense management platform built for large customers using ServiceNow. With such a specific buyer—IT directors and above at enterprise companies already using ServiceNow—traditional digital ads weren’t producing enough qualified leads.

Keith designed and launched a scalable, hyper-personalized ad strategy focused on 1:1 ABM messaging for each target account.

What was done:

  • Built campaigns with each company’s name in the ad image and headline
  • Sent visitors to landing pages branded with that company’s name, colors, and a personalized video
  • Included downloadable PDFs that featured the target company’s name and IT challenges
  • Created templated workflows to launch 140 new company-specific campaigns weekly in under 4 hours

Why it worked:

  • LinkedIn ads that included the company name drove 5x more clicks than generic ones
  • Visitors from personalized ads were 6x more likely to fill out a lead form
  • The 1:1 approach created 4.5x higher pipeline from key accounts compared to generic campaigns

By combining automation with tailored content, Keith helped Brightfin scale a campaign strategy that delivered real results—faster, cheaper, and with far greater precision.

Cost Per Click on LinkedIn after transitioning from generic ads to personalized 1:1 ads

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Example of a 1:1 ad ran to Tesla's IT leaders

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Example of landing page Tesla IT leaders would see after clicking on the 1:1 ad
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Result
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Result
+27%
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+80%
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Result
+57%
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Result
+38%
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