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How a Managed IT Services Provider Generated $2.8M in Enterprise Pipeline
Client Overview
The client is a Managed IT Services provider delivering cloud and infrastructure managed services to mid-market and enterprise organizations.
Their offerings included cloud operations, infrastructure management, and ongoing IT support contracts — typically high-ticket, long-cycle deals driven by CIOs and IT Directors.
Despite strong delivery capability, growth had stalled.
The Challenge
The client struggled with pipeline quality, not demand:
- Marketing attracted small businesses outside their ICP
- Enterprise decision-makers were not engaging
- Organic and paid channels lacked intent focus
- Sales teams saw activity, but no mid-market or enterprise momentum
They needed predictable, enterprise-grade lead generation tied directly to pipeline value.
Objectives
- Increase enterprise-qualified leads
- Reduce cost per lead
- Build a measurable sales pipeline from marketing
- Position the brand as a credible managed services partner
Our Approach
ABM-Led Targeting Strategy
We designed an Account-Based Marketing (ABM) framework focused on:
- Personal brand audit and analysis
- Positioning strategy development
- Unique value proposition definition
This ensured relevance before reach.
Authority-Driven Content
We created technical content showcasing:
- Cloud infrastructure expertise
- Cost optimization and uptime use cases
- ROI-focused narratives aligned with enterprise buying criteria
Content was built to support sales conversations, not just impressions.
LinkedIn & Nurture Campaigns
- LinkedIn campaigns targeted senior IT decision-makers
- Multi-touch nurture sequences used case studies and ROI calculators
- Messaging aligned with different buying stages
This ensured relevance before reach.
Result
Marketing became a revenue engine, not a cost center.
Why This Worked
The success came from:
- Intent-led targeting
- Clear ICP discipline
- Tight alignment between marketing and sales
This approach proved that Managed IT Services marketing works best when built around accounts, not audiences.
Services Used
Account-Based Marketing (ABM)
LinkedIn Advertising
Content Strategy
Lead Nurturing
Looking to Replicate These Results?
If you’re a Managed IT Services or Managed Services Provider (MSP) struggling to generate enterprise-qualified leads and predictable pipeline, we help you build
Services Used