The client, a global leader in professional audio solutions, partnered with Expandi to expand into new market segments and accelerate sales pipeline across France. This case study explores how close alignment between marketing, sales, and Expandi's teleagent team created a repeatable lead management engine — and laid the foundation for an ongoing ABM programme tied to the client's product roadmap.

Challenges

The client is a well-known provider of audio tools for the B2B sector facing the dual challenge of building awareness for its video product line and driving demand for new headset launches the client needed a targeted, data-driven approach to reach the right decision-makers at scale. The challenges:

• Market Expansion: Raise awareness in new market sectors, specifically video equipment, where the client was looking to expand beyond its established audio leadership.
• Pipeline Development: Support new product launches by developing strong pipelines for the sales team, ensuring timely opportunity identification and lead generation.

The Strategy

We implemented a fully integrated marketing program with a series of direct and partner-led integrated campaigns orchestrated by Jabmo ABM platform to monitor and optimise campaign execution across three product lines: SME Audio, SME Video, and Evolve 3. Data was sourced from both Expandi and the client.

The marketing mix comprised the following tactics:

• Digital Advertising: Account-Based Advertising (ABA) targeting key accounts with personalised messaging across digital channels.
• Email Marketing: Personalised outreach to decision-makers within the defined account list, tailored by product line.
• Telemarketing & Lead Generation: Follow-up and lead generation by telemarketing agents, focused on accounts showing purchase intent via Cyance.
• Purchase Intent Signals: Cyance intent data used to identify and prioritise accounts with active purchase signals, enabling timely outreach.
• Direct & Partner-Led Execution: Campaigns jointly managed by the client and Expandi, with continuous alignment between marketing and sales teams.

Results

Through an integrated Account-Based Marketing programme — combining digital advertising, email marketing, and intent-led telemarketing powered by Cyance signals and strong cross-tactic engagement demonstrated the power of a coordinated, multi-channel strategy, the campaign reached:

• Target Accounts: 19,026
• Accounts Reached: 11,242
• Accounts Engaged: 1,180
• Email Open Rate: ~40%
• Email Click Rate: ~2.4%
• Banner Impressions: 823,000
• Banner Clicks: ~1,000
• Banner Click Rate: 1.4%
• MQLs Detected: 100+ (over 30% engaged in additional tactics)
• SQLs Detected: 96 (over 23% engaged in additional tactics)

Campaign optimisation was critical in this engagement, continuously refining target groups and marketing tactics in line with market response to client messaging. Strong alignment between the client's marketing and sales departments and Expandi was key to maximising follow-up and deal closure. A custom Lead Management Process was established using the company's lead management platform:

• SQLs followed up directly by the client Sales, with recurring joint review meetings.
• MQLs nurtured by Expandi's team of teleagents in Madrid, who also managed inbound leads from the The client website.

Building on the success of this campaign, the following activities are planned:

• Ongoing Programme: Establish a regular, ongoing programme with new campaign waves aligned to the client's product roadmap and go-to-market calendar.
• New Product Launch (May 2026): New campaigns planned in support of a new product launch in May 2026, continuing the integrated ABM approach across digital advertising, email, and telemarketing.