Discover how IBM partnered with Market Wavegen to build awareness, drive mid-funnel engagement, and convert technical interest into pipeline-ready opportunities using a scalable demand strategy.
Campaign Type: Non-ABM Double Touch Demand Campaign
Results Snapshot
• 876 highly qualified leads delivered
• 29% open rate achieved
• 17% click-through rate generated
• 27% of leads progressed to mid-funnel
• Campaign executed successfully within 6 weeks
Download the Full Case Study to explore the strategy, execution framework, and measurable outcomes behind the campaign.
Campaign Impact
IBM strengthened its market presence by activating a signal-driven demand engine designed to engage highly technical audiences across U.S. markets. The campaign successfully combined awareness and consideration strategies, enabling conversations to move forward with clear intent signals.
By aligning outreach with role-specific priorities, IBM improved engagement quality while accelerating movement toward pipeline conversations.
The Challenge
IBM needed to reach data and IT decision-makers at scale without introducing the complexity of a full Account-Based Marketing strategy. The organization required a model that could support both early-stage awareness and deeper mid-funnel engagement simultaneously.
Key priorities included:
• High-quality engagement with technical audiences
• Persona-aligned messaging across roles and seniority
• A scalable alternative to ABM
• Clear progression from awareness to consideration
The Market Wavegen Approach
Market Wavegen deployed a two-phase, non-ABM double-touch campaign powered by SIRS™, Intelligent Database ABM™, and Mantech Mark™ validation workflows.
Technical and strategic roles across data, IT, and analytics were segmented to ensure precise targeting. Messaging was aligned to seniority and specialization, balancing educational depth with strategic relevance.
A four-touch sequence guided prospects from awareness into consideration, while continuous optimization refined timing, messaging, and calls to action to enhance engagement quality throughout the campaign lifecycle.
Client Perspective
“Market Wavegen helped us drive meaningful engagement with the right technical audiences and move conversations forward with clear intent signals.” — IBM Marketing Team
Business Impact
The engagement delivered measurable improvements that supported IBM’s pipeline growth strategy.
• Stronger awareness across U.S. markets
• Higher mid-funnel engagement
• Improved lead quality and intent visibility
• Direct contribution to pipeline development
Campaign performance exceeded enterprise benchmarks, demonstrating the effectiveness of a signal-driven approach for engaging complex buying groups.
See the Full Strategy Behind the Results
Download the complete case study to learn how Market Wavegen helped IBM accelerate data engagement through persona-centric targeting, multi-touch orchestration, and performance-driven optimization.
Leave a Reply