How Touchstone Infotech Built a Predictable Demo Pipeline for a US-Based HR SaaS Using Account-Based Marketing
Client Overview
Industry
SaaS (HR Technology)
Region
United States
Target Buyers
HR Heads, People Ops Leaders, Founders
Sales Motion
Demo-led, high-ticket B2B sales
The client had a strong product and a clear use case but lacked a reliable way to reach decision-makers at scale. Inbound leads were inconsistent, and outbound efforts were unstructured.
The Challenge
- No predictable demo flow
- Inbound leads lacked buying intent
- Founders spending time on unqualified calls
- Cold outreach failing due to poor targeting and messaging
Touchstone’s ABM Approach
1. Ideal Customer & Account Selection
We defined a tight ICP based on:
- Company size and maturity
- HR tech adoption signals
- Decision-maker roles
Only high-fit accounts were included—no spray-and-pray outreach.
2. Personalized Multi-Channel Outreach
- LinkedIn + Email ABM sequences
- Role-specific messaging aligned with HR pain points
- Value-first conversations instead of sales pitches
3. Managed Conversations & Qualification
- All replies handled by Touchstone’s team
- Prospects qualified before any meeting was booked
- Sales team spoke only with relevant decision-makers
4. Calendar-Ready Meetings
- Meetings booked directly on the founder’s calendar
- Full context shared before every call
Business Impact
- Consistent flow of sales-ready demos
- Higher quality conversations with actual buyers
- Reduced founder involvement in early-stage filtering
- ABM became the primary growth channel for outbound demos
Why This Worked
Instead of chasing volume, the campaign focused on the right accounts, the right message, and the right timing which is exactly how ABM is meant to work.
