CLIENT

Undisclosed

INDUSTRY

Tax SaaS

REGION

North America

Email that beat the benchmark by 2x — and surfaced 350+ accounts already showing intent.

How Unbound IA ran a three-month ABM content syndication and programmatic program for a leading tax automation provider’s SAP S/4HANA migration content — reaching 2,300+ target accounts 
and identifying exactly which ones were already in-market.

THE BRIEF

Drive awareness and generate leads against a defined target account list, aligned to the client’s ICP, built around a three-asset content series on SAP S/4HANA tax migration.

THE CHALLENGE

IT drives the migration. Tax pays for being left out of it.

As the client’s own content puts it: “While IT drives the migration — balancing tight budgets, aggressive timelines, and complex system requirements — tax is often brought in too late. The result? Hidden risks, costly rework, and compliance gaps that can slow down even the most well-run projects.”

That’s the exact tension the campaign had to sell into — and it meant reaching two different buying functions inside the same account, tax and IT/SAP/PMO, not just one. The client needed to do that across a defined list of 2,300+ North American enterprises matching its ICP, in a single three-month window.

  • 13%

    engagement from VP level or above

  • 121k

    unique buyers across the target account list who encountered messaging

  • 29.7K+

    target ICPs who received messaging naming the tax-and-IT tension inside their own migration

THE MODEL WE BUILT

Three assets, one journey:
pain, vision, proof.

Rather than one generic asset, the program sequenced three pieces of content to move a target account through a real decision arc — and targeted both sides of the buying committee at once.

STRATEGY

Pain, vision, proof

Three assets moved each account through a real decision arc: “Tax & IT Under Pressure” names the problem in the prospect's own words, the tax-ecosystem ebook makes the case for the fix, and a joint client/KPMG webcast brings third-party proof — a sequence, not the same message told three times.

TARGETING

Both sides of the buying committee, on purpose

The account list spanned tax titles (Chief Tax Officer, CFO, VP/Director/Manager of Tax) and IT/SAP titles (Chief SAP Officer, VP/Director/Manager of IT, SAP, and PMO) — because the campaign's own thesis was that these two functions need to be talking to each other, and the targeting was built to reach both.

CHANNELS

Programmatic and email, working the same list

Programmatic display built reach across the account list (1.14M impressions, 138K+ audience reach); email content syndication delivered the three-asset series directly to individuals inside those same accounts.

SIGNAL

Qualification built into the download, not bolted on after

Every gated asset asked two qualifying questions before the download unlocked: the account's primary ERP platform (SAP, Oracle, NetSuite, and others) and its timeframe for evaluating a new tax automation system. That means every download arrived pre-qualified on fit and urgency — not just a name and an email address.

EXECUTION

Authority that compounds

Building Blocks podcast and the _protect IT video series — long-form proof points that warm the funnel between touches.

ACTIVATION

Real-world reach

Tradeshow booth, magazine spreads and OOH — the brand showing up where MSP buyers already gather.

THE RESULTS

Reach that turned

into real signal.

METRIC
RESULTS
COMPARISON
Programmatic impressions delivered
1.14M
95% of the 1.2M goal
Programmatic audience reach
138K+
Accounts showing intent
360+
66% accounts reached
Email delivered
1226
Email open rate
+21%
15% industry standard
Email click rate
+11%
6% industry standard
Content download rate
+4%
2% industry standard
Content downloads
1300+

Why it WORKED

Three advantages that
compounded.

“”

This is what happens when ABM is built on real intent, not just a target list. For our tax SaaS client, we didn’t just reach the accounts on paper — we reached the right people across the whole buying committee, with messaging that matched where they actually were in the migration. Beating benchmark by 2x isn’t the headline. The headline is that 350+ accounts told us, through their behavior, that they were already in motion. That’s the difference between marketing that generates activity and marketing that generates pipeline.

Marketing Director

Want a target account list that tells you who’s
ready?

We run ABM programs that pair targeted
content with real intent signals — so your
sales team knows exactly which
accounts to call first.

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